Cadent
Cadent is a privately held predictive advertising platform unifying Audience Manager, DSP, and SSP capabilities on its patented Viewer Graph identity technology, serving 1,500+ advertisers and agencies across linear TV, CTV, digital video, and YouTube.
- Company typePrivate
- Founded2008
- HeadquartersNew York, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What Cadent does
Cadent is a privately held predictive advertising technology company that operates a unified platform integrating Audience Manager, Demand-Side Platform (DSP), and Supply-Side Platform (SSP) capabilities anchored by its patented Viewer Graph identity resolution technology. The platform enables advertisers and agencies to plan, activate, and measure video advertising campaigns across linear TV, connected TV (CTV), digital video, and — following the December 2025 acquisition of VuePlanner — YouTube. Its Predictive Intelligence engine runs 22,000 outcome-driven models that score roughly 200 billion ad opportunities daily, bidding only on the top 0.1% of impressions most likely to deliver campaign outcomes, while autonomous AI agents (Campaign Performance Agent and Audience Discovery Agent) optimize performance and enable natural-language audience discovery.
The company serves more than 1,500 advertisers and agencies, with named customers including Toyota, Apple, Samsung, Wells Fargo, Charles Schwab, Mastercard, Ubisoft, Wingstop, Office Depot, and VISIT FLORIDA, spanning automotive, technology, financial services, payments, gaming, retail, food & beverage, and tourism. Cadent's go-to-market is enterprise field sales-led, augmented by a self-service option at cadent.app and direct agency relationships, with pricing on annual subscription / quote-based terms. Revenue is generated through DSP and SSP transaction fees, Audience Builder services, Addressable TV services, and data monetization via licensing of proprietary segments and identity graph data to data partners, DSPs, and DMPs.
Founded in 2008 and headquartered in New York, Cadent is owned by Lee Equity Partners and operates with approximately 600 employees. The company is differentiated by a vertically integrated platform architecture that eliminates ad tech intermediation (claiming 100% direct CTV supply paths versus a 75% industry benchmark), integration with 90+ cable networks and 1,100+ broadcast stations, and a 99% US CTV household reach. Strategic priorities evidenced by recent moves include expanding the YouTube and AI agent footprint (VuePlanner acquisition, Gemini Enterprise embedding), deepening measurement and data partnerships (NIQ, MRI-Simmons, Nielsen, Mastercard), and scaling leadership to support the next phase of platform-led growth.
Cadent firmographics
Firmographics- Name
- Cadent
- Legal name
- Cadent, LLC
- Website
- https://cadent.tv
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Cadent is a privately held predictive advertising platform unifying Audience Manager, DSP, and SSP capabilities on its patented Viewer Graph identity technology, serving 1,500+ advertisers and agencies across linear TV, CTV, digital video, and YouTube.
- Ownership category
- akta.pro rank
Cadent industry classification
Industry- Product category
- Programmatic Advertising Technology
- NAICS
- Media Buying Agencies (541830), Advertising Agencies (54181), Computer Systems Design Services (541512), Marketing Research and Public Opinion Polling (541910)
- SIC
- Services-Advertising (7310), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Demand-Side Platforms (DSP) (BPAMALAB)
- akta.pro secondary industries
- Scenario Planning, Forecasting Platforms & Planning Intelligence (HDAAAHAL), Media Planning Currency, Verification & Accreditation Services (MRC/Industry Audits) (MPABAOAK), Local TV Audience Measurement (DMA/Station-Level Ratings) (MPABAOAB)
Keywords
Where Cadent is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Cadent business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Infrastructure
Revenue model
- Demand-Side Platform (DSP): Allows clients (brands and agencies) to buy and serve targeted advertising across digital properties, measuring effectiveness via reporting.
- Sell-Side Platform (SSP): Allows clients to sell their advertising inventory to advertisers and demand-side partners, including exchanges and DSPs.
- Audience Builder Service: Onboarding client data and combining with other data to create targetable segments or receive analytics on audiences.
- Addressable TV Service: Demographics, viewership data, and data segments for planning, executing, and measuring TV advertising campaigns.
- Data Monetization: Licensing proprietary segments and identity graph data to data partners, DSPs, and DMPs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise platform with custom pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Cadent product offering
Product offeringCore offering
Cadent operates a predictive advertising platform that unifies Audience Manager, DSP, and SSP capabilities into a single system anchored by the proprietary Viewer Graph identity resolution technology. The platform enables advertisers and agencies to plan, activate, and measure video advertising campaigns across linear TV, connected TV (CTV), digital video, and YouTube. Its predictive intelligence engine analyzes approximately 200 billion ad opportunities daily and only bids on the top 0.1% most likely to drive outcomes.
Product overview
Cadent is a predictive advertising technology company offering a unified platform that integrates Audience Manager, DSP, and SSP components anchored by the patented Viewer Graph identity resolution technology. The platform unifies planning, activation, and measurement across linear TV, connected TV (CTV), digital video, and YouTube through its Total Video product suite. Key capabilities include Predictive Intelligence powered by 22,000 models analyzing 200 billion daily impressions, AI agents (Campaign Performance Agent and Audience Discovery Agent) for autonomous campaign optimization, and Cadent VuePlanner for YouTube advertising (acquired December 2025). The Cadent Inventory Manager program manages SSP supply with 100% validated direct CTV paths. Additional offerings include Identity Mapping, Addressable TV Service, and Audience Onboarding capabilities.
Differentiator
Problem solved
Functional benefit
Brands
- Cadent VuePlanner: YouTube video ad planning, optimization, and measurement platform; verified YouTube Brand Suitability & Contextual Targeting Partner offering tools including PremiumVue, CreativeVue, and PerformanceVue.
Products and services
- Cadent Platform Unified predictive advertising platform integrating Audience Manager, DSP, and SSP into a single system anchored by the patented Viewer Graph. Provides end-to-end planning, activation, and measurement across digital, linear TV, CTV, and YouTube for enterprise brands and agencies.
- Total Video Unified video strategy suite providing complete planning, buying, and measurement across CTV, linear TV, digital video, and YouTube within a single platform powered by predictive intelligence for advertisers and agencies.
- Cadent VuePlanner YouTube video ad planning, optimization, and measurement platform acquired by Cadent. Verified YouTube Brand Suitability and Contextual Targeting Partner providing AI-powered creative intelligence and real-time performance capabilities for advertisers.
Quantifiable outcome
- 200% increase in campaign resolution time
- +10 more outcomes
Companies that use Cadent
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles2 records
Cadent technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
AI capability6 records
Feature8 records
Cadent partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered major, core and minor.
- NIQmajorExpanded partnership to provide advertisers with combined audience targeting capabilities through the Cadent Platform. Integrates NIQ's omnichannel purchase-based insights with Cadent's advertising capabilities to help advertisers better understand and reach target audiences across fragmented media channels.
- MRI-SimmonsmajorExpanded collaboration with NIQ and Cadent to provide advertisers with combined audience targeting capabilities. MRI-Simmons' consumer research integrates with NIQ's omnichannel purchase-based insights through the Cadent Platform, providing consistent audience definitions for improved campaign planning, activation, and performance evaluation.
- Gemini Enterprise (Google Cloud)coreCadent became one of the first audience activation platforms embedded in Gemini Enterprise, enabling customers to access Cadent's advertising intelligence through a conversational interface for campaign data analysis. Initial customer activations began in 2026 with collaborative data integration tailored to each customer's enterprise environment.
- AdExchangerminorCadent serves as the Powered By sponsor of AdExchanger's Programmatic AI event debuting May 18-20, 2026 in Las Vegas, focused on AI-driven advertising transformation.
- VuePlannercoreVuePlanner, a YouTube video ad planning, optimization, and measurement company, was acquired by Cadent to enhance its total video advertising platform. VuePlanner provides AI-powered tools, access to YouTube's premium creator inventory, and is a verified participant in the YouTube Measurement Program. John Cobb, CEO of Giant Media and co-founder of VuePlanner, joined Cadent as EVP and GM of the combined Cadent VuePlanner business.
- Google CloudcoreExpanded collaboration using Google Cloud's advanced AI capabilities including Gemini Enterprise and Vertex AI platform. The collaboration delivered a 200% increase in campaign resolution time, 35% increase in campaign ROAS, and reduced platform issue resolution to under 12 minutes. Cadent deployed AI tools across its 600 employees achieving 75% adoption rate in 90 days.
Scale indicators13 records
Recent moves6 records
Expansion highlights6 records
Cadent competitors and assessment
Company assessmentDirect peers
- Innovid: Independent ad tech company focused on CTV creative, ad serving, and cross-platform measurement. Overlaps with Cadent's CTV delivery, measurement, and Total Video strategy, particularly for premium video advertisers and agencies.
- Amobee: Singtel-owned ad tech platform offering a DSP and unified TV/digital buying experience, directly comparable to Cadent's unified linear, CTV, and digital video approach for advertisers and agencies.
- The Trade Desk: Largest independent DSP globally, competing head-on with Cadent in programmatic video/CTV buying for brands and agencies. Operates a similar demand-side platform with a different identity approach (UID2), making it the most direct comparable for Cadent's DSP business.
- MediaMath: Independent DSP offering programmatic buying across display, video, CTV, and audio. Directly comparable to Cadent's DSP and audience targeting capabilities for enterprise brand and agency buyers.
- Magnite: Largest independent SSP, particularly in CTV, and a direct competitor to Cadent's SSP and inventory manager offerings. Both companies focus on programmatic video, CTV supply transparency, and header bidding integrations with broadcasters and streamers.
- PubMatic: Independent supply-side platform with a strong CTV and omnichannel video focus, comparable to Cadent's SSP and Total Video stack. Both compete for publisher relationships and emphasize direct supply path transparency and programmatic video monetization.
- FreeWheel: A Comcast-owned ad management and monetization platform focused on premium video, CTV, and TV advertising - directly overlapping Cadent's addressable TV and broadcaster-side capabilities across linear and digital.
Emerging players
- LiveRamp: Data collaboration and identity resolution platform (RampID) that is adjacent to Cadent's Viewer Graph. Both compete to be the connective identity layer for cross-channel advertising, though LiveRamp is data-centric while Cadent integrates identity into a DSP/SSP.
Broad incumbents
- Roku: CTV platform with a sizable ad business (Roku Ads) and OneView DSP. Represents a walled-garden-style CTV competitor that restricts supply to external DSPs like Cadent, making it a key strategic counterpart in the CTV ad ecosystem.
- DoubleVerify: Leading independent ad verification and measurement provider, partnering with Cadent in its measurement ecosystem. Adjacent competitive overlap in cross-screen campaign measurement and brand-safety reporting for CTV and video.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Cadent social profiles
Digital presenceCadent compliance and trust
Trust signalCompliance1 record
Cadent financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cadent leadership team
Management profileNumber of profiles
Profiles15 records
Cadent subsidiaries and ownership
Company hierarchySubsidiaries1 record
Cadent funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cadent M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cadent
What does Cadent do?
Cadent operates a predictive advertising platform that unifies Audience Manager, DSP, and SSP capabilities into a single system anchored by the proprietary Viewer Graph identity resolution technology. The platform enables advertisers and agencies to plan, activate, and measure video advertising campaigns across linear TV, connected TV (CTV), digital video, and YouTube. Its predictive intelligence engine analyzes approximately 200 billion ad opportunities daily and only bids on the top 0.1% most likely to drive outcomes.
Is Cadent a public or private company?
Cadent is a private company. It is classified as private equity controlled and is currently operating.
When was Cadent founded?
Cadent was founded in 2008. It employs 501 to 1,000 people.
Where is Cadent based?
Cadent is headquartered in New York, United States, in the North America region.
How does Cadent make money?
Five revenue lines are on record. Demand-Side Platform (DSP) is the primary driver. The others are sell-Side Platform (SSP), audience Builder Service, addressable TV Service and data Monetization.
Who are Cadent's main competitors?
Direct peers on record are Innovid, Amobee, The Trade Desk, MediaMath, Magnite, PubMatic and FreeWheel. LiveRamp is listed as an emerging player. Broad incumbents are Roku and DoubleVerify.
Does Cadent have an API?
No public API is recorded for Cadent.
What industry is Cadent in?
Cadent's product category is Programmatic Advertising Technology. Its primary akta.pro industry code is BPAMALAB, Demand-Side Platforms (DSP), with a secondary code of HDAAAHAL, Scenario Planning, Forecasting Platforms & Planning Intelligence. Its NAICS code is 541830 and its SIC code is 7310.