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Liberty Global selects Cadent for addressable TV ad platform

Virgin Media in the UK will be the first of Liberty Global's subsidiaries to employ the platform

Liberty Global has selected Cadent to deliver an addressable TV advertising platform.

The Cadent Advanced TV Platform will provide Liberty Global with an open advanced advertising framework capable of supporting multiple workflows from broadcasters and content providers. 

Cadent’s cloud-based platform allows Liberty Global to deliver different targeted ads to households during the same programme on behalf of broadcasters and content providers. The platform is designed to improve ad relevance and improve “executional efficiency” according to Cadent.

Virgin Media in the UK will be the first of Liberty Global’s subsidiaries to employ the platform.

Cadent’s cloud-based platform provides technical features and capabilities including:

  • Server-side ad insertion enabling rapid, “just-in-time” addressable campaign decisioning and execution, reducing the need for creative assets and business logic to physically reside on the STB.
  • An open API that can support multiple workflows from broadcasters and their partners as well as an architecture that controls and processes data without leaving the Liberty Global footprint.
  • Multiplatform TV advertising execution for content providers across the Liberty Global footprint, encompassing household addressable, network DVR, IP live, and STB and IP video-on-demand (VoD); with unified and normalised reporting that shows ad efficacy to bring value to both content owners and Liberty Global.

John Paul, managing director of Advanced Advertising and Data for Liberty Global, said: “Liberty Global is focused on enabling advertising experiences that improve outcomes for both our content partners and customers. Not only does addressable TV enable today’s national brand advertisers to reach target audiences more effectively, it also enables first-time or more regionally focused businesses to benefit from TV in ways never before possible.”