AdTheorent
- Company typePrivate
- Founded2011
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
AdTheorent firmographics
Firmographics- Name
- AdTheorent
- Legal name
- Cadent
- Website
- https://adtheorent.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
AdTheorent industry classification
Industry- Product category
- Programmatic Advertising Technology
- NAICS
- Advertising Agencies (541810), Media Buying Agencies (541830)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Demand-Side Platforms (DSP) (BPAMALAB)
- akta.pro secondary industries
- Programmatic Display & Video (DSP/RTB) (BPAFACAC), Connected TV (CTV) & OTT Performance Advertising (BPAFACAG), Ad Networks & Exchanges (Programmatic RTB) (BPAMALAA)
Keywords
Where AdTheorent is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
AdTheorent business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
AdTheorent product offering
Product offeringCore offering
AdTheorent (now Cadent) operates a unified advertising technology platform that combines Audience Manager, DSP, and SSP capabilities anchored by its patented Viewer Graph technology. The platform delivers predictive advertising powered by 22,000+ outcome-driven AI and machine learning models that analyze 200 billion ad opportunities daily, bidding only on the top 0.1% most likely to convert. It unifies planning, activation, and measurement across digital, linear TV, CTV, and YouTube channels for advertisers and brands.
Product overview
Cadent operates as a unified advertising technology platform combining Audience Manager, DSP, and SSP capabilities into a single platform anchored by its patented Viewer Graph technology. The platform unifies planning, activation, and measurement across digital, linear TV, CTV, and YouTube channels. Key products include Total Video for cross-screen video advertising, YouTube Advertising capabilities, the Cadent DSP for programmatic buying, and Cadent SSP for inventory monetization. The platform is powered by predictive intelligence with 22,000+ AI and machine learning models analyzing 200 billion ad opportunities daily. Recent launches include AI-enabled Predictive Audience Builder and Gemini Enterprise integration.
Differentiator
Problem solved
Functional benefit
Products and services
- Cadent Platform A unified advertising platform that seamlessly connects Audience Manager, DSP, and SSP capabilities anchored by patented Viewer Graph technology, eliminating fragmented ad tech and providing transparency across digital, linear TV, CTV, and YouTube channels for advertisers and brands.
- Total Video Unified video advertising solution bringing digital, linear TV, CTV, and YouTube together in one platform, enabling advertisers to execute total video strategies across all screens and formats.
- YouTube Advertising Dedicated YouTube advertising capabilities integrated into the Cadent Platform, enabling advertisers to reach 2 billion logged-in monthly YouTube users with sports content and general video advertising.
Companies that use AdTheorent
Customer profileIdeal customer profiles2 records
AdTheorent technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
AdTheorent partnerships and signals
Strategic signalRecent moves6 records
Expansion highlights5 records
AdTheorent competitors and assessment
Company assessmentDirect peers
- The Trade Desk: The Trade Desk is the largest independent DSP and the most direct competitor to Cadent's programmatic buying platform, serving the same enterprise brand advertisers with cross-channel campaign management across CTV, digital, and video. Both compete on AI-driven optimization and supply-path transparency.
- MediaMath: MediaMath is an independent DSP competing in the same enterprise programmatic space as Cadent, with comparable capabilities around AI-driven audience targeting, omnichannel activation, and cookieless identity solutions for brand advertisers.
- Amobee: Amobee is a cross-channel DSP with deep CTV and linear TV integration that directly overlaps Cadent's Total Video offering. Both serve enterprise brand advertisers seeking unified planning, activation, and measurement across screens.
- Pubmatic: Pubmatic is a programmatic SSP with growing DSP and CTV monetization capabilities that competes directly with Cadent's SSP and Inventory Manager products. Both target premium direct CTV inventory and supply-path optimization for publishers and advertisers.
- Magnite: Magnite is the largest independent CTV-focused SSP, directly competing with Cadent's SSP and CTV inventory monetization. Both platforms serve the same premium CTV publishers and compete for omnichannel video spend.
- Criteo: Criteo is a retargeting-focused adtech platform that has expanded into a broader commerce media DSP with cookieless capabilities. It directly competes with Cadent's predictive targeting for retail and commerce advertisers while sharing similar identity transition challenges.
Broad incumbents
- Google Display & Video 360: Google's DV360 is the largest broad incumbent DSP, offering programmatic buying tied to Google's owned inventory, identity, and measurement. It competes with Cadent for enterprise brand budgets and represents the largest competitor by spend share.
- Yahoo Ad Tech (formerly Verizon Media / Oath): Yahoo's ad tech stack offers DSP and SSP capabilities competing with Cadent's unified platform, particularly around premium video, CTV, and identity. It operates as a broader incumbent with supply-side advantages through Yahoo's owned properties.
- Adobe Advertising Cloud: Adobe Advertising Cloud is a broad incumbent DSP embedded within the Adobe Experience Cloud, competing for enterprise advertisers who want unified creative, audience, and media buying. Its broad portfolio overlaps with Cadent's audience and campaign management capabilities.
Emerging players
- Roku Advertising: Roku is an emerging one-stop CTV ad platform that combines SSP, DSP, and measurement with owned first-party ACR data. It competes directly with Cadent's CTV offering and represents a growing threat to independent CTV-focused DSPs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
AdTheorent social profiles
Digital presenceAdTheorent financial estimates
Financial estimateRevenue estimate
Valuation estimate
AdTheorent leadership team
Management profileNumber of profiles
Profiles7 records
AdTheorent funding detail
Funding detailFunding overview
Funding rounds3 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AdTheorent M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AdTheorent
What does AdTheorent do?
AdTheorent (now Cadent) operates a unified advertising technology platform that combines Audience Manager, DSP, and SSP capabilities anchored by its patented Viewer Graph technology. The platform delivers predictive advertising powered by 22,000+ outcome-driven AI and machine learning models that analyze 200 billion ad opportunities daily, bidding only on the top 0.1% most likely to convert. It unifies planning, activation, and measurement across digital, linear TV, CTV, and YouTube channels for advertisers and brands.
Is AdTheorent a public or private company?
AdTheorent is a private company. It is classified as venture growth investor backed and is currently operating.
When was AdTheorent founded?
AdTheorent was founded in 2011. It employs 101 to 250 people.
Where is AdTheorent based?
AdTheorent is headquartered in New York, United States, in the North America region.
Who are AdTheorent's main competitors?
Direct peers on record are The Trade Desk, MediaMath, Amobee, Pubmatic, Magnite and Criteo. Broad incumbents are Google Display & Video 360, Yahoo Ad Tech (formerly Verizon Media / Oath) and Adobe Advertising Cloud. Roku Advertising is listed as an emerging player.
Does AdTheorent have an API?
No public API is recorded for AdTheorent.
What industry is AdTheorent in?
AdTheorent's product category is Programmatic Advertising Technology. Its primary akta.pro industry code is BPAMALAB, Demand-Side Platforms (DSP), with a secondary code of BPAFACAC, Programmatic Display & Video (DSP/RTB). Its NAICS code is 541810 and its SIC code is 7310.