Cadent Simplifies Brand and Launches New Ad Platform
April 24 2025
Predictive advertising company Cadent + AdTheorent has unified its brand (it's now simply Cadent), launched a new platform, and appointed Netflix, Snap, Hulu and NBCUniversal veteran Peter Naylor to its Board as an Independent Director.
The new Cadent Platform offers a unified advertising system bringing AI-powered predictive intelligence to 'all' stages of advertising, allowing brands to combine forecasting before a campaign begins with optimization as it runs. The platform is built on more than fifteen years of proprietary data and more than 18,000 custom predictive models. Three separate modules are available:
- Audience Manager, a consumer data platform (CDP) that onboards and builds targetable audiences using ID-based, ID-less and predictive models, and boasting 'one of the highest match rates in the industry'
- Ad Manager, an omnichannel DSP built for real-time activation and optimization across digital and video, and
- Inventory Manager, a premium SSP that connects buyers directly to 150+ brand-safe publishers, delivering transparent auctions, nearly 100% MFA-free inventory, and curated audience deals across CTV and digital.
Naylor brings in-depth experience in streaming, monetization and the evolution of digital advertising, and joins existing independent Board members Alison Lewis - former Chief Growth Officer of Kimberly-Clark - and Greg Coleman, the former President of Criteo and Buzzfeed.
CEO Nick Troiano (pictured) comments: 'By unifying audiences with digital and video inventory along with unique data and measurement integrations, we are redefining how advertising can create impact and accelerate business growth.' He adds: 'With Peter Naylor joining our Board, we gain a partner who understands the evolving shape of video and digital media and who will help accelerate us through this next chapter of transformation and growth.'
Web site:
www.thenewcadent.com .
