26% growth in Upfront commitments demonstrates demand for unified digital and TV advertising that deliver precision and scale
Cadent, the predictive advertising company, announced the close of its annual Upfront with 26% year over year growth as advertisers embrace an approach that unifies audiences across all media to improve holistic business outcomes.
Cadent’s Predictive Intelligence — anchored in 15 years of machine learning across 22,000 custom models — scores impressions before they are purchased and continuously optimizes campaigns in real time. This allows video to be bought and measured with the same level of precision as digital while maintaining the certainty and reach of Upfront deals. Cadent’s technology proved highly attractive in this year’s Upfront marketplace because of its scale across video and digital inventory as well as ability to deliver measurable results. Cadent added 22 new Upfront advertisers to its roster and saw 12% growth in linear Upfront commitments, significantly outpacing the market.
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The results come as the advertising industry navigates shifting economic headwinds, ongoing fragmentation of video audiences, and rising demand for measurable outcomes. By offering a unified platform that bridges linear and digital, Cadent is helping advertisers secure the value of Upfront commitments while unlocking the performance expected of digital channels.
“Advertisers are saying it loud and clear—they want more flexibility, proof of performance and ways to bring digital accountability to all media,” said Doug Rozen, President, Cadent. “Cadent’s approach to predict, assemble, and orchestrate the convergence of digital and TV is delivering real growth for our clients. Our Upfront results demonstrate the market’s confidence in our ability to deliver any audience across a fully optimized media supply path.”
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The strong Upfront reflects a broader surge in momentum for Cadent across both the video and digital landscape. In the first half of 2025, the company has seen nearly 50% growth in digital activity, alongside a remarkable 137% increase in connected TV (CTV) investment as advertisers lean into converged media.
By applying 22,000 predictive models across premium inventory from more than 200 integrated publishers, Cadent enables brands to transact all media with the same accountability and precision as digital. Today, more than 1,500 advertisers and agencies rely on Cadent’s platform, including over 70 self-service agencies managing campaigns for more than 850 advertisers.
