CES 2025 showcased some of the emerging technologies and innovations that will reshape the advertising industry. From advancements in AI-powered advertising to the growing emphasis on privacy and sustainability, this year’s event highlighted solutions designed to address today’s challenges and support a more efficient future. Here are Cadent + AdTheorent’s five key takeaways from CES and how they could shape the advertising landscape.   

AI Driving Smarter Audience Targeting  

We know that artificial intelligence is gaining traction in advertising, and new AI-based tools and approaches for automating workflows, refining audience targeting, and delivering personalized experiences at scale were on display at CES. Agentic AI – autonomous AI that pursues complex goals with limited human interaction – demonstrated how brands can leverage automation to execute campaigns with greater speed and precision. On-device AI was also a key theme, offering real-time insights into consumer behavior through wearables and connected devices.

According to Mari Tangredi, SVP & GM of Audience Solutions at Cadent + AdTheorent, “AI will bring a tremendous level of sophistication to audience targeting in 2025 driving more impactful results. For instance, solutions like AI-powered predictive targeting will allow marketers to efficiently identify and reach consumers most likely to take a desired action.”  

The Cadent + AdTheorent identity graph already delivers AI’s promise by enabling precise audience targeting across linear and digital platforms without reliance on cookies. Our ML-based predictive scoring ensures that marketers can reach the right households with the right messaging, at the right moment to drive business outcomes for marketers efficiently. 

Performance and Measurement Advancements  

As media consumption evolves, advertisers face growing pressure to tie campaign performance to measurable outcomes. CES revealed a renewed focus on real-time attribution, closed-loop measurement, and cross-platform performance to help brands optimize their ad spend and understand audience impact.   

Cadent + AdTheorent continues to lead in performance innovation through our proprietary audience solutions. Our identity graph maps online and offline behaviors to over 125 million households, connecting TV ad exposure on any device to the household. This approach eliminates waste and enables closed-loop measurement. With our audience-first strategy and predictive modeling capabilities, we ensure advertisers can deliver impactful, results-driven campaigns across the omnichannel ecosystem.  

Simplifying Complexity Across Ad Tech  

With an expanding ecosystem of platforms and tools, the need for simplicity was a recurring theme at CES. Industry leaders emphasized the importance of streamlining workflows and unifying processes to reduce friction in media planning, buying, and activation.   

Cadent + AdTheorent’s unified approach addresses the complexity of ad tech head-on by combining audience discovery, activation, and measurement into a seamless platform. Our platform connects the buy and sell sides to drive stronger performance in a privacy-safe manner. By simplifying these processes, we empower our partners to focus on what truly matters: reaching audiences with precision and efficiency.   

Putting Privacy into Practice  

The ongoing deprecation of cookies and heightened privacy regulations have made identity solutions a focal point for advertisers. At CES, companies displayed technologies that prioritize privacy while enabling effective targeting. Clean room integrations and first-party data strategies took center stage as essential tools for maintaining trust with consumers.  

Our identity graph stands apart as an ID-agnostic, privacy-forward solution that maps households to devices without compromising user trust. Additionally, by leveraging ML and contextual targeting methods – as opposed to relying solely on cookies or PII data – our tailormade customer strategies and overall commitment to privacy and performance ensure compliance with the latest regulations. These data-driven solutions allow advertisers to deliver personalized campaigns in a compliant and responsible way.   

Sustainability in Advertising  

Sustainability was a defining theme at CES, with companies highlighting innovative ways to reduce emissions and energy use within the ad tech ecosystem. From greener auction systems to more efficient data processing, the industry is taking steps to minimize its environmental impact.  

As a proud member of Ad Net Zero, Cadent + AdTheorent is dedicated to reducing the carbon footprint of advertising. Our solutions, including enhanced workflow efficiencies and reduced latency, support a more sustainable future for both brands and the environment. Sustainability is not simply good for the planet – it is good for business as consumers increasingly prioritize eco-friendly practices.   

We look forward to pursuing additional paths to increase our sustainability as an organization in the year ahead. 

What’s Next for Ad Tech?  

CES 2025 highlighted the critical role of innovation in addressing the ad tech industry’s most pressing challenges. From leveraging AI to improve targeting to simplifying workflows and advancing privacy-first strategies, the future of advertising is being shaped by these transformative trends.  

Cadent + AdTheorent remains committed to helping our partners navigate this evolving landscape with confidence. By embracing solutions that prioritize efficiency, privacy, and performance, we are empowering advertisers to use AI-powered omnichannel advertising solutions to drive business. outcomes now and in the future.   

Explore how Cadent + AdTheorent can support your omnichannel advertising goals. Connect with us to learn more.  

The Summer Olympics in Paris are quickly approaching as brands and fans get ready to celebrate the spirit of competition, tradition, and global unity. This year, NBCU will report on the games along with Peacock, Universo, and Telemundo. AdAge reported that, “According to Nielsen Fan Insights, U.S. general public interest in the Paris Olympics is at 36% – second only to the NFL over the last six months – and nearly two-thirds of fans are planning on watching at least some coverage of the Paris Games.  

Whether you’re an underdog or a returning champion, the Olympic Games honor hard work, mental tenacity, and the belief that anything is possible. As audiences prepare to cheer on their countries’ athletes in their trials and triumphs, we asked our employees to share their favorite Olympics commercials over the years. Let’s look at the ads they voted for bronze, silver, and gold, and explore what elements made these ads the most memorable. 

Gold: Thank You, Mom – Procter and Gamble (2012)

Aside from being a tear-jerker (no matter how many times you’ve watched it), “Thank you, Mom” is hands-down an all-time favorite by Procter & Gamble (who, according to Fast Company, is shifting their focus this year to ads dedicated to their brands). The spot features moms and their children from around the world, growing up and playing the sports they love. Moms work tirelessly behind the scenes, waking their kids up early, getting them to practice, and rooting them on from the sidelines. From the joys of watching their success to feeling the lows of injuries and defeat, moms of Olympic athletes are celebrated as unsung heroes in this successful multi-year campaign for Procter & Gamble.  

Silver: We’re the Superhumans – Channel 4 (2016)

“We’re the Superhumans” by Channel 4 comes in second, bringing positivity, perspective, and music in this promotion during the 2016 Paralympics in Rio. The ad celebrates differences between Olympic and Paralympic athletes by demonstrating how Paralympic athletes compete in their respective sports as well as what it looks like to complete everyday tasks. The ad features the song “Yes, I Can,” which may remind you of a recent powerful ad campaign for World Down Syndrome Day 2024 called “Assume That I Can.” The Channel 4 campaign aims to tackle stereotypes, biases, and low expectations of those with disabilities by driving awareness and spreading the uplifting message that anything is possible. 

Bronze: Find Your Greatness – Nike (2012)

Ranked third, we have “Find Your Greatness” by Nike which features a jogger running down a road, getting closer and closer in the frame. The jogger, an amateur athlete, isn’t what you would typically picture for an Olympics advertisement, as the voiceover explains how greatness isn’t just for ‘prodigies’ or ‘superstars,’ but that we’re all capable of greatness. The ad plays on the idea that anyone can be an athlete in their own right, a common theme found in the Olympics and sports campaigns (because don’t we all love Cinderella stories?). This year, Nike plans on spending more on the Olympic games than ever before and is making more noise on social media now that Rule 40 regulations have loosened. 

Carrying the Torch for Olympic Advertisers 

As you think about your strategy for the fast-approaching 2024 Paris Olympics, consider how Cadent can help you reach your target audiences across streaming, cable, and broadcast with its Performance TV solutions. As categories begin selling out network direct, Cadent can help you activate not only live in-game content but also on shoulder content and digital ads surrounding the Olympic games. 

Ready to activate your upcoming Olympics advertising campaign? Don’t miss the chance to secure packages for this year’s games. 

Today marks a pivotal moment for Cadent as we announced the close of the transaction to acquire AdTheorent, creating one of the largest independent advertising platforms in the industry 

Our strategy has always been to enable buyers and sellers of advertising to connect with strategic audiences wherever they engage. Since 2018, we have built and acquired the components of a true end-to-end technology stack that connects to omnichannel audiences and drives exceptional performance across the entire sales funnel. With the addition of AdTheorent, that vision is close to reality. 

I have spoken with many customers since we announced this transaction in April, and it’s apparent that there is a distinct need in market for a scaled, independent platform that delivers omnichannel audiences in a transparent and performance-driven manner. We believe Cadent + AdTheorent can fit that need, and I’d like to explain why.  

Why Now for Cadent + AdTheorent? 

First, advertisers require performance across the entire sales funnel – from efficient brand reach to driving sales – and they need proof of performance that their ad spend is working as hard as it possibly can.   

Both Cadent and AdTheorent have separately been leaders in driving performance, and as we come together, our shared accountability to deliver results across the sales funnel will differentiate us, powered by machine learning, higher data fidelity, and premium access to omnichannel audiences. Our platform and services teams will help our customers dynamically adapt, optimize, and orchestrate their campaigns across any inventory, data, or measurement source. 

Second, privacy and data protection are fundamental underpinnings of the advertising marketplace. Those platforms that build privacy into the core of every product offering, and who can tailor compliance for vertical markets or geography, will become trusted, foundational pillars of future advertising plans. 

Separately, our companies lead in this area. Together, we are well-positioned to help customers navigate a privacy-focused future. Solutions like AI audiences and ID independence, granular SPI privacy controls, and cookie-less targeting are fundamental building blocks of our future differentiation.  

Finally, the silos between the worlds of digital and TV have crumbled. More than ever, advertisers require a united platform that can orchestrate programmatic and linear TV audiences. The united technology stack of AdTheorent + Cadent is uniquely capable of delivering this in the market today.  

No single company can match what we now offer: comprehensive audience solutions across display, mobile, social media, digital video, connected TV, and linear channels, with options for national, local, or vertical market activation via programmatic, private marketplace, or IO. We provide both performance and reach measurement, creative services, CRM onboarding, managed media services, and flexible self-service platform access. It’s true omnichannel, and we are just getting started on the possibilities of what the scale and breadth of our audience platform can deliver for our customers 

What’s Next?  

Our success lies in our teamwork. There’s enormous potential for our combined company, and we will be thoughtful as we pull together our roadmap for the future. We received positive feedback from the market when we announced the transaction, and now that we are one company, we are looking forward to meeting with customers and partners, sharing our vision, and listening to feedback on how we can collectively work together and harness the assets of Cadent + AdTheorent to move the industry forward.  

Stay tuned.   

This past March, the world’s top brand marketers came together at SXSW in Austin, Texas to discuss their most pressing issues and latest successes. Lindsay Teague, SVP, Advanced TV Sales and Solutions sat down with Alicia Criner, Global Head of Digital and Media at Galderma for “Redefining Customer Engagement and Brand Equity,” at the Brand Innovators Leadership in Brand Marketing Summit @ SXSW. Alicia offered her perspective on building customer loyalty, reaching new customers, and investing in tentpoles like NYFW and the Super Bowl.  

Watch a video of the session on demand now: 

Earlier this year, brand leaders from across the country gathered in Austin, Texas at SXSW to explore the future of marketing. Lindsay Teague, SVP, Advanced TV Sales and Solutions, led a discussion featuring Kamala Avila-Salmon from Lionsgate, Laura Gardner from Outfox Hospitality, Beth Malafa from Under Armour, and Nandini Sankara from Suburban Propane for the Women in Marketing Leadership Forum panel during the Brand Innovators Leadership in Brand Marketing Summit @ SXSW. The executives shared their perspectives on Women’s History Month, leadership styles, and marketing tactics. Kamala, Laura, Beth, Nandini, and Lindsay also touched on their career journeys and the importance of mentorship and community.  

Watch a video of the session on demand now: 

For several years, the digital advertising industry has grappled with an ugly, open secret – “Made for Advertising” sites. These websites, also referred to as MFAs, are designed primarily to host ads rather than provide genuine content. This raises significant concerns about the efficacy and ethics of digital marketing campaigns. While this highly viewable content may seem like a shortcut to gaining exposure, the reality is that this type of content is often far from beneficial for advertisers.  

Despite their ubiquity, MFAs present many challenges for advertisers seeking genuine engagement and meaningful interactions with their target audience. From questionable content quality to issues of ad fraud and diminishing returns, the allure of these sites often does not translate into positive outcomes for buyers. In fact, a 2023 joint industry report from the ANA, 4A’s, WFA, and ISBA found that MFAs “comprise 21 percent of impressions and 15 percent of ad spend.” Additionally, with this level of inefficiency, publishers and the SSPs that sell this type of inventory are increasingly placed under a microscope.  

In this blog, we will delve into the reasons why MFAs are detrimental to advertisers and explore how investing in these sites can ultimately lead to wasted ad dollars and diminished brand reputation.  

Adalytics Uncovers the Prevalence of MFAs 

Recently, Adalytics published the results of their study on advertisements seen on MFA sites. The report shows that many adtech companies are promoting tools to prevent ads from appearing on “Made for Advertising” (MFA) sites while simultaneously profiting from these very sites. Adalytics is critical of the industry’s hypocrisy in claiming to combat MFA sites while benefitting from the ad inventory they provide. The report underscores the need for greater transparency across the adtech ecosystem to address the issues caused by MFAs.  

“It is imperative for supply partners to place a high priority on maximizing advertiser return on investment (ROI) by directing media spend towards sites known for authentic performance metrics. This approach starkly contrasts with the inefficacy found on MFA sites, which do not provide the same level of genuine performance,” explains Brian Weigel, SVP, Operations for Cadent Aperture MX.   

“Including MFAs within an inventory source not only dilutes the quality but also adversely affects supply path optimization. This misallocation leads to a significant waste of advertiser media spend, which could otherwise be invested in more valuable inventory. With that said, it’s critical for buyers to work with trusted partners who can protect them from delivering on MFA supply—ensuring ads are placed in premium inventory that aligns with and supports the advertiser’s brand values, integrity, and marketing objectives.” 

In recent months, industry trade organizations have sought to fix some of the problems created by MFAs. First, there has been a concerted effort to establish criteria to identify MFA sites, acknowledging their detrimental impact on the digital advertising ecosystem. According to AdExchanger, the 4A’s working groups have suggested, “instead of labeling any site that buys traffic or has an above-average ad load as MFA, the group is urging the industry to focus on publishers that deliberately game programmatic monetization through ad arbitrage.” 

To maintain the integrity of digital advertising, more transparency and industry-wide collaboration is needed.  

Why Aperture MX Says ‘No’ to All MFA Sites 

Aperture MX does not allow MFA sites within our inventory, period. We ensure that buyers’ ad dollars are protected when accessing our marketplace by only offering premium inventory. Aperture MX is proud to be aggressively transparent and extremely selective with the type of publisher supply we provide – MFA sites are not allowed within our marketplace by default.  

In addition to our proprietary vetting process, we leverage the Jounce methodology and classification for MFA sites. So, if Jounce classifies a site as an MFA, we do not include the inventory within our marketplace. As a Jounce partner, we can validate that we do not run media on sites based on their classification. 

Notable features of Aperture MX include holistic audience planning, media activation, campaign analytics, enhanced brand safety, and direct publisher connections. 

• Activate true, omnichannel advertising across cable, broadcast, OTT/CTV, FAST (Free Ad-Supported Streaming TV) channels, and digital extension, like display and online video (OLV). 
• Avoid mystery inventory from unsuitable publishers by buying inventory procured through our direct relationships with premium publishers.  
• Optimize supply path by directly connecting to carefully vetted publishers – including no resellers – and increase ROI by adjusting ad spend toward performant inventory that aligns with brand goals. 

Ready to learn how Aperture MX can support your digital and CTV campaigns?  

Recently, Lindsay Teague, SVP of Client Solutions at Cadent, led a panel discussion featuring Leslie Miller, Chief Digital & Communications Officer, Ice Cream & Nutrition at Unilever and Lara Krug, EVP, Chief Marketing Officer at The Kansas City Chiefs during the Brand Innovators Sports Marketing Upfronts: Super Bowl LVIII. Their discussion focused on growing female fandom, the “celebrity effect,” and how we are entering a new era of sports marketing. Leslie, Lara, and Lindsay explored the opportunity presented by women increasing their viewership of sports and the importance of women taking on bigger roles in sports-related sponsorships – both as athletes and executive brand marketers. Learn more about how The Kansas City Chiefs and Unilever brands like Hellman’s and Dove approach their marketing efforts around the Big Game.  

Watch the full discussion below.  

Once a year, viewers tune in to watch the most unique, innovative, and iconic commercials on TV. Oh, and there is a football game to watch, too. All jokes aside, ads that make that big of an impact come with an equally big price tag. Super Bowl commercials now cost $7M for 30 seconds of airtime, before production costs. For Super Bowl LVII, Fox reported $600M of total ad revenue. Despite the investment, the reason why brands keep coming back is that, with a household rating of 40.0, Super Bowl spots drive not only brand recognition but the priceless emotional buy-in from consumers.  

Learn more about what makes NFL games some of the best programs for reach. 

To get ready for this year’s big game, we asked our employees what their favorite Super Bowl commercials were from 2010 and on. Let’s look at the ads they voted for the top three and what elements made their ads the most memorable.  

1. Puppy Love, Budweiser (2014)  

Starting with number one, it’s no surprise that 10 years later, “Puppy Love” has remained an all-time favorite. Created by the agency Anomaly, the spot Puppy Love aimed (and was quite successful) at tugging at the viewers’ heartstrings. It features the unlikely friendship between a loveable lab puppy and a Clydesdale horse, showing all the things they could do together as #BestBuds. The brand hints were subtle, with only a Clydesdale and the logo on a baseball cap, to keep the audience guessing until the Budweiser brand was revealed at the end. According to Adweek, the ad “not only topped the USA Today Ad Meter when it ran in 2014, but it also led TiVo’s list of the top Super Bowl ads of all time in 2016—with Entrepreneur praising it as ‘distinct’ and ‘emotional.’” 

2. The Man Your Man Could Smell Like, Old Spice (2010)

The Wieden Kennedy-produced commercial was a Super Bowl ad that never actually aired during the big game. The spot was pulled at the last minute and instead ran right after the game but went viral online for being witty for its use of deadpan humor. The ad features former NFL player Isaiah Mustafa, imitating a superhero-style voice, as he addresses the women in the audience. In the interactive ad, Isaiah goes from a bathroom scene to ending up on a horse, all the while echoing the message that if your man smelled like Old Spice, anything could be possible. Upon its release, the ad held eight of the top 11 most popular videos on YouTube and went on to win the Grand Prix award at that year’s Cannes Lions. 

3. You’re Not You When You’re Hungry, Snickers (2010) 

Coming in third, we have the unforgettable Snickers commercial starring Betty White and created by BBDO. The commercial garnered attention for being hilarious, outrageous, and inventive. It starts with a pick-up football game when suddenly Betty White gets tackled into a mud puddle. The viewer is left scratching their head as the team huddles to tell Betty (aka “Mike”) that he’s “playing like Betty White.” That is until he eats a Snickers bar, at which point, he starts playing like himself again. The ad concludes with the unveiling of their then-new slogan, “You’re not you when you’re hungry.” According to Ad Age, “The White spot inaugurated a campaign that turned Snickers into the No. 1 candy bar…And in 2020, the commercial topped USA Today’s Ad Meter as the best Super Bowl campaign of the last 25 years.” 

Cadent at the Center of Your NFL Strategy

As you plan for next year’s big game, consider how Cadent can curate NFL audiences and deliver your ads within premium supply from leading publishers across the linear and digital landscape. 

Ready to activate on data-driven TV and leverage the power of the big game next season?  

Earlier this month, CES took center stage in Las Vegas, attracting over 130,000 attendees – an encouraging rebound from recent years. From the bustling excitement around flying taxis and a voice-activated Mercedes to transparent TVs and robot dogs running around hotel lobbies, the event showcased the latest developments in technology. One common thread tied these innovations together: Artificial Intelligence (AI).  

As you walked the journey from one end of the strip to the other, the conference revealed not just consumer-focused advancements but also significant advancements in the world of adtech, where AI is playing a pivotal role in customizing ads, improving relevancy, doing more with less investment and increasing workflow efficiencies. Now that CES has ended, here are our key learnings from the event and how we think they will impact the future of TV advertising.  

Consideration for Cookie Depreciation  

After Google followed through on its promise, the prevailing concern discussed at CES was cookie depreciation. Despite preparations on both the buy and sell sides, skepticism lingers about the timeline for the cookie’s complete dissolution – particularly as early issues surface. Fragmented audiences and channels have made connecting the dots across devices and platforms challenging. Yet regardless of whether advertisers can leverage cookies, our media ecosystem demands a unification strategy. Bridging the gap between linear and digital performance for cross-screen targeting and measurement will be a priority for advertisers and publishers.  

Living in a Multi-Currency World 

Measurement and currency continue to be top of mind with expectations of further consolidation in 2024. Outcome-based measurement is also gaining in popularity, emphasizing the value marketers are placing on results. Brands are increasingly demanding that agencies address fragmentation and seamlessly execute cross-screen campaigns, making orchestration across planning, buying, activation, optimization, and measurement imperative. We expect performance-led buying will be a key trend over the next year. Welcome the new term “Performant” based advertising. 

First-Party Data Moves to the Top of the Heap 

This past year we saw the massive rise of retail media. As the influence and ubiquity of retail media networks have grown, so has the need for first-party data. And to leverage the power of first-party data in a safe, privacy-compliant way, there is an increased need for clean rooms. At CES, clean rooms have shifted from being merely mentioned to being the focal point of practical use cases about targeting and measurement. To address first-party data’s issues of scale, synchronization of first-party and third-party data will be essential. In turn, this will promote increased usage of API (Application Programming Interface) over UI (User Interface) solutions, reducing “swivel-chair” interactions between platforms. 

If Digital is a Square Peg, TV is a Round Hole 

Despite the abundance of solutions available, we continue to see digital solutions indiscriminately applied to TV – even though things like match rates and measurement results are below expectations. We suspect that resistance to change, multi-year agreements, risk aversion, and difficulty in proving new platforms have hindered progress. The lack of a standardized identifier has only exacerbated the long list of roadblocks. Additionally, many platforms are missing key signals or do not have the scale needed for effective cross-screen execution. Successful audience extension – the ability to extend campaigns from linear TV to CTV or other digital media such as OLV (online video) and display – will require solutions that are native to advanced TV and have never relied on a cookie. 

The Need for Flexible End-to-End Solutions 

The challenges of cookie depreciation, measurement currency, outcome-based measurement, first-party data onboarding and activation, and true cross-screen campaigns discussed at CES highlight the importance of flexible end-to-end solutions. Cadent Aperture Platform provides a simplified approach to omnichannel advertising. Offering a streamlined workflow, it seamlessly unifies identity, data, and inventory with integrated partners across CTV, OLV, display, and linear TV. Aperture Platform facilitates comprehensive campaign management from audience targeting to performance analysis. Combining the agility of programmatic buying with the precision of direct IO, Aperture Platform is a singular, streamlined environment. 

As the industry navigates through shifting consumer habits and the evolution of identity, advertisers, and publishers need tools to help meet their needs now and in the future. Find out how Cadent can help.  

Advertising Week New York took over the newly named “Penn District” last week. This year, conversations focused on retail media, AI, and data. In addition to a packed schedule of panels and presentations, attendees could experience the latest Netflix shows with a claw game and record shop, check out Google’s Formula 1 race car, or enjoy a full slate of special programming in Female Quotient’s Equality Lounge. While many sessions discussed the obstacles advertisers face in an uncertain market, others spoke optimistically about the future of the industry and what innovations are on the horizon.  

In case you missed it, here are the three key takeaways from Advertising Week.  

1. Programmatic CTV is Driving the Industry Forward 

TV advertising has evolved from a channel best suited for upper funnel awareness to a lower funnel marketing tactic able to generate measurable sales lift. By measuring campaigns against strategic business outcomes, advertisers can now understand how their CTV efforts are driving sales and other KPIs.  

“If you think about CTV pre-pandemic, [advertisers] were not applying a lot of data to their buys, either due to scale issues or the increased cost of data CPM on the media CPM, so from a data standpoint, it was still early days of data for CTV. Now we see a spike where it’s a very rich data media tactic to use,” said Conor Burgess, VP, Business Development at Acxiom. 

The combination of better audience inputs and reporting outputs has made CTV an exceedingly valuable channel for marketers.  

2. It’s Time to Refine Your Data Strategy 

More data is available to advertisers than ever before, but it’s not just a matter of having data – you must be able to activate your data across channels.  

Diana Haussling, SVP – GM, Consumer Experience & Growth at Colgate-Palmolive, explained, “You need a well-rounded data set to allow you to know if what you’re doing is working or not… you really have to play around with the mix itself of your different media levers.” 

Maureen Bosetti, Chief Investment Officer at Initiative, echoed this sentiment saying, “If we don’t get better data to help inform, ‘what is that right level of optimization we’re doing across TV, OTT, CTV, social video, digital video?’ We can’t look at CTV in isolation from all these other touchpoints.” She elaborated saying, “We need the right data feeds […] to make informed decisions in terms of how much we should be investing in those channels.”  

Maureen emphasized the importance of getting your data strategy right ‘upstream’ in the planning process, you cannot successfully execute cross-screen campaigns. 

Effective omnichannel marketing will rely on implementing a holistic data strategy.  

Learn about Aperture Dashboard and Measurement Marketplace, Cadent’s advanced reporting tools. 

3. Proof of Performance is Table Stakes 

Macroeconomic challenges persist, pushing C-suite brand executives to expect quantifiable accountability on all their media investments. 

“All media should perform, hard stop. It shouldn’t be brand versus performance. It’s a matter of selecting the right KPIs in those moments,” said Vinny Rinaldi, US Head of Media at The Hershey Company. 

Adam Davis, Senior Marketing Manager at Magnolia Bakery described how CTV has become a performance tactic, rather than just an awareness play for the brand. 

“A lot of people in the industry have these thoughts that a certain tactic is tied to a certain objective and only that objective. Two and half years ago if you had asked me, I would have said video – upper funnel, rich media – mid-funnel, Facebook ads, and Google ads – low funnel. That’s full-funnel advertising. Excellence in CTV now hits across all three of those stages in the story,” Adam explained. So, with the right solutions in place, Magnolia is able to track performance down to the order level, directly connecting an order to a CTV exposure. 

Yet while measurement has become a necessity, several measurement challenges remain in our deeply fragmented industry. First and foremost, the debate over currency.  “If you do not have alignment on currency, it becomes difficult to measure anything,” shared Chris Martinez, OTT, Director of Sales at Hearst Television. 

As demand for improved measurement increases, it is up to technology vendors and data providers to work together to develop innovative solutions.  

Interested in learning more about Cadent’s converged TV advertising capabilities?