Cadent, the advanced TV platform company, announced an expansion of its strategic partnership with Catalina, the leader in shopper intelligence and personalized digital media for CPG brands and retailers. Catalina will use the Cadent Platform to expand its marketing services to include linear TV, advanced TV, and OTT programming as part of its BuyerVision managed service, which also includes digital and in-store activation. Additionally, Cadent will offer its clients Catalina’s purchase-based audiences and cross-screen measurement services.
Linking it all together is Cadent Viewer Graph, a patented audience graph technology that resolves multiple TV devices back to a viewing household, enabling national TV advertisers to de-duplicate and map any audience segment into the full universe of television with minimal drop-off and maximum reach. The Cadent Viewer Graph has been integrated with the Catalina Shopper ID Graph, which covers 107 million U.S. households, linking TV and digital campaigns to in-store purchases to inform media optimization in real-time and measure campaign efficacy.
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“The value of this partnership – using data and analytics to gain a better understanding of the shopper journey, what they’re watching and the device they’re using – is incalculable to marketers today,” said Kevin Hunter, EVP, Chief Commercial Officer at Catalina. “We’re thrilled to partner with Cadent and bring next-generation TV to our brand, agency, and retail partners.”
Catalina is offering a full suite of in-store, digital, and TV services, including linear, addressable, and OTT, by leveraging its real-time, one-to-one deterministic shopper data through Cadent Platform and Catalina’s channel-agnostic Media Network. This enables advertisers to better understand shopper behaviors, customize their audience segments, and optimize media in real-time to deliver personalized messages and creative wherever they’re watching TV or engaging in digital services.
“As consumer media consumption patterns and in-store shopping habits rapidly evolve, reaching audiences accurately and at scale across TV formats and digital platforms – as well as in-store – is more important than ever,” added Hunter. “With Cadent we have expanded our multi-channel network across TV to help our brand, agency and retail customers bridge linear television and next-generation TV.”
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“Data-driven orchestration is how advertisers will best find and engage their TV audiences today and in the future,” Eoin Townsend, Chief Product Officer, Cadent said. “This partnership is the fusion of Catalina’s insight-rich, best-in-class data with Cadent’s end-to-end platform allowing marketers to reach their audiences more effectively and efficiently.”
Over the last two years, Catalina has strengthened its open, channel-agnostic platform and forged partnerships that are powering new audience, personalization, and measurement capabilities. The Cadent partnership is another milestone in advancing Catalina’s omni-channel managed services, programmatic self-service offerings, analytics, attribution, measurement, and data services.
“By combining Catalina’s buyer intelligence database with Cadent’s platform, our brand, retail, and agency partners will have the ability to engage and connect with even the hardest-to-reach shoppers,” added Dr. Wes Chaar, Catalina’s Chief Data & Analytics Officer.
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