Cadent today acquired 4INFO. According to Cadent, 4INFO’s acquisition will expand Cadent’s cross-screen solutions with audience targeting, and over-the-top (OTT) and connected TV (CTV) video buying capabilities.
Cadent and 4INFO have been technology partners since 2018. Cadent provides data-driven solutions for buying and selling TV advertising. 4INFO is an identity company that maps consumers to all of their connected devices in a household.
Cadent says 4INFO’s data activation platform incorporates patented audience graph technology that resolves multiple TV devices back to a household. This will enable TV advertisers to de-duplicate and map audience segments into the full universe of television, providing a measurement of targeted reach.
Nick Troiano, CEO of Cadent, wrote that Cadent is “now uniquely positioned to unify advertising across cable, broadcast, addressable, and OTT/CTV with a unique view of audiences.”