TV platform company Cadent has partnered with Liberty Global as it looks to expand across Europe.
The two companies already work together in the UK, where Virgin Media has employed the Cadent Advanced TV platform to deliver different targeted ads to households during the same programme on behalf of broadcasters and content providers. The Cloud-based platform is designed to improve ad relevance and improve “executional efficiency” according to Cadent.
Cadent has now expanded its platform into Liberty Global’s Irish footprint, Virgin Media Ireland, with continental European markets to follow.
“This integration delivers another big part of Liberty Global’s continued commitment to linear and on demand addressable advertising to support our content partners and provide a better viewing experience for our customers,” said Pieter Vervoort, VP Product, Entertainment, Liberty Global.
“Cadent is providing a sophisticated solution that shows a clear way forward for TV platforms and broadcasters.”
