Alysa is a newer addition to the Cadent + AdTheorent joining us almost 6 months ago as the Director of Product for our Aperture MX team. In this role, she manages the development and future proofs our SSP to support both Cadent + AdTheorent DSPs, as well as third-party DSPs we partner with. Her tireless work ensures seamless integrations, optimizes inventory monetization, and enhances bidding efficiencies across our programmatic ecosystem. 

To learn more about Alysa and how she celebrates Women’s History Month, check out the Q&A below. 

This year’s theme for Women’s History Month is “Moving forward together: Women educating & inspiring generations.” What does the theme mean to you personally? 

I like to joke that Product Management is my third career within the AdTech industry since I’ve moved around in different functions quite a bit. Starting something new—whether it’s a project, team or company—can be scary and I’ve succeeded by learning from other women on my journey. With this year’s theme, I’m reminded of how working with women of different ages, backgrounds, and levels of expertise has been instrumental to my success. Since I’ve been fortunate to have female leaders as mentors throughout career, I try to offer the same support and mentorship to others while still being open to fresh ideas and considering different points of view. New experiences and insights from others are what keeps work (and life) interesting! 

How do you invest in your personal growth in education and empower yourself in your role? Where did you get inspiration from? 

I have such a curious nature and love to learn new things and, thankfully, there’s always something new in AdTech. To empower myself, I start with constructive feedback and more self-awareness. Recently, I received feedback on how I tailor my message based on context and audience, especially when speaking to senior leadership. Since I tend to jump right into selling my idea or getting too “in the weeds” too soon, I was given advice to start with three high-level bullets and then wait for a question before diving into details to ensure my message gets across. 

How do you think we can support and uplift future generations of women in the workplace? 

1. Define and work together on shared goals. 

2. Be open to each other’s ideas, give each other time to think and space to talk. 

3. There are no dumb questions, and everyone learns at their own pace. 

4. “The way you did it before” may not fit the current circumstances, but there may be valuable insights you can still use. 

5. A new way of doing things may be harder at first, but working through it together can reveal hidden benefits. 

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.   

Check out the Q&A below to learn more about members of our women’s ERG, Women at Cadent. Each of these women bring important and diverse views, experiences, and expertise to the table, enriching our company culture towards equality and empowerment. 

Heena Otia is a Senior Data Scientist on the SSP side for Aperture MX and has been at Cadent for about a year. Her job entails data modeling and forecasting using machine learning models to maximize revenue and optimize ad exchange services for ad traffic efficiency. She also focuses a lot on data analytics, extracting insights from real-time data to split the signal from the noise and translate value to business stakeholders.

How have you built confidence or resiliency throughout your career?

My mom is my biggest inspiration- a fearless woman herself, she always instilled a sense of confidence in me and made me dream to fly higher. I love this book called “Audacity to Be Queen” by Gina DeVee. I have learned to be a resilient person by looking at setbacks as another opportunity to jump higher. It’s how we react to adversity that determines our life story. 

What women inspire you the most and why? 

My biggest inspiration is Malala Yousafzai, she always advocates for women’s education rights. I find her journey so motivational, from being under fire to never stopping herself. 
Nowadays, I seek inspiration from all the amazing moms out there who guide me on work/life balance, parenting (I have a 2-year-old, so please pass on all the toddler parenting advice!) and carving out a position for yourself in the industry. It can feel daunting at times, but the thought that keeps me going is, “I can’t change the direction of the wind, but I can adjust my sails to reach my destination.” 

What advice would you give to women navigating their careers within the advertising/ adtech industry? 

We as women can uplift each other a lot by sharing our stories and networking. So far, networking and reaching out to people has been my mantra to seek interesting opportunities in my career. I never shy away from setting up quick Zoom chats with people from the industry or coworkers as well, now that most of the people are remote. I remember when I started in AdTech back in 2016, I didn’t know all the adtech lingo, but attending conferences, reading blogs, and networking helped me a lot. 

Katie Adamcik is a Senior Scrum Master and has been at Cadent for about 1 year. Shes integrated with the Data Engineering teams to help run their day-to-day operations including tracking metrics and project progress, implementing process improvements, removing blockers, and ensuring they’re prepared for the upcoming planning cycle. I also lead our internal Agile metrics automation effort and work closely with the Audience and Identity teams to help instill best practices and provide coaching as needed. 

How have you built confidence or resiliency throughout your career? 

The most essential skill I’ve gained is how to effectively and regularly ask for feedback through check-ins with management and peers. While positive feedback is always nice – and a good confidence boost − critical feedback is where I find the most value. Constructive feedback provides concrete action steps to take which can lead to better work outcomes that maximize both your personal development and team value. Getting constructive criticism in a formal way can help you handle unexpected negative feedback and react rationally instead of emotionally. 

What women inspire you the most and why? 

Professionally, I’ve been inspired this past year by our own SVP Product, Management Marcy Pentoney! Not only is she an exceptionally strong and knowledgeable leader in our product organization who helps to drive the company and culture in a positive direction, but also manages to balance the demands of her senior role while still taking time to be very involved with her family. On the personal side, Dr. Jane Goodall has held my fascination since I was young (I even dressed up as her for a presentation in 8th grade!). She inspires me with her commitment to wild places and animals, and her radical change of how fieldwork had been done for decades. 

What advice would you give to women navigating their careers within the advertising/ adtech industry? 

Don’t be afraid to ask questions! I knew nothing about the adtech industry before working at Cadent, and while there is plenty of material to read online, nothing gets you up to speed like the color and commentary that comes from a discussion with your peers or leaders. This is also true no matter how long you’ve been in the industry as consumer behaviors, new technology, and regulations are changing how we work at an ever-increasing pace. 

Ayaka Hayashi is the Director of Product Marketing and has been at Cadent for almost 6 months. She is responsible for developing GTM strategies of products and solutions within the Activation pillar, working closely with cross-functional teams across the organization. 

How have you built confidence or resiliency throughout your career? 

I’ve grown more confident and resilient by embracing the feeling of discomfort in challenging environments, including working in Tokyo and New York. Adapting to new companies, teams, and cultures has taught me that discomfort can signal growth and learning and embracing this discomfort has been key to discovering new things about myself, organizations, and diverse cultures, turning challenges into opportunities for personal and professional development. 

What women inspire you the most and why? 

The women who have truly inspired me are those who embody their support for women through actions, not just words (they don’t just talk the talk, they walk the walk!). They have made time for me, offering guidance, mentorship, and a safe space to be authentic and feel valued. In leading by example with humility, positivity, and sometimes stepping back by offering me the space to be heard or speak up—these are the women who encouraged me to be confident and take pride in who I am. 

What advice would you give to women navigating their careers within the advertising/ adtech industry? 

1. Always remember, be your authentic self. Don’t worry too much about trying too hard to be too serious or too cookie-cutter perfect. Be silly sometimes! 
2. Find the people who give you the space to fail and give you the guidance to learn from your mistakes. 
3. Surround yourself with people and teams that help you grow. Be a cheerleader for people and find people who will do that for you. 
4. Remember all the big and little things you’ve experienced from others—mirror the things you liked and be mindful of the things you didn’t. 

Learn more about life at Cadent and see available roles on our Careers page. 

NEW YORK, Jan. 29, 2024 — Cadent, the largest independent solutions provider for converged TV advertising, has named Greg Coleman to the company’s Board of Directors. Coleman will work with senior leadership to advise on and help accelerate the company’s expansion into digital video and programmatic advertising.

“Greg’s experience operating companies at the intersection of technology, media, and advertising will prove invaluable as we expand our market presence into programmatic advertising,” says Nick Troiano, CEO of Cadent. “His industry relationships and decades of experience leading digital-first organizations will be a great resource to the Cadent leadership team.”

Mr. Coleman is an Entrepreneur in Residence at Lerer Hippeau Ventures and sits on several media and tech-centric boards including BuzzFeed and Botify. Greg has also been an adjunct professor at the NYU Stern School of Business for the last 12 years. Most recently, Greg was the President of BuzzFeed and advertising technology company Criteo. He previously held roles as President and Chief Revenue Officer at the Huffington Post and the Executive Vice President of Global Sales at Yahoo. Greg also served as President of Platform-A at AOL, Senior Vice President of Reader’s Digest Association, and President of U.S. Magazine Publishing. At CBS, Inc., he spent over 10 years leading advertising efforts for Woman’s Day as Vice President and National Sales Manager.

“Cadent has created an impressive solution simplifying the fragmented data and inventory ecosystem for all video advertising. With a robust technology stack and strong customer relationships, the business is well-positioned to solve various challenges in the advertising sector,” said Coleman. “I’m honored to be part of the company’s journey and progress, and I look forward to adding my insights and experiences into the business.”

To learn more, please visit https://cadent.tv/.

About Cadent
Cadent connects the TV advertising ecosystem. We help advertisers and publishers identify and understand audiences, activate campaigns, and measure what matters – across any TV content or device. Aperture, our converged TV platform, simplifies cross-screen advertising through a streamlined workflow that brings together identity, data, and inventory with hundreds of integrated partners. For more information, visit cadent.tv.

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?    

Allison Coston, a Senior Manager for Product Innovations, joined Cadent in March of this year. Growing up in Massachusetts, Allison attended Fitchburg State University and later earned her MBA in Information Systems at Fordham University. Prior to working at Cadent, Allison worked at AdTheorent as a product manager. Allison also served in the US Navy, specializing in ships’ radar, navigation, and communications equipment. To learn more about Allison, check out our Q&A below.   

Hispanic Heritage Month is from September 15th to October 15th and serves as a month to celebrate the history and diversity of Hispanic cultures. It invites us to remember all the contributions Hispanic, Latina/o/e/x, and Afro-Latina/o/e/x people made in the past and will continue to make in the future. This year’s theme, “Unidos: Inclusivity for a Stronger Nation,” encourages us to ensure that all voices are represented and welcomed to help build stronger communities and a stronger nation.   

This month at Cadent, we spoke with some of our Hispanic, Latinx, and Afro-Latinx colleagues to learn more about who they are, their experiences in and out of the workplace, and what Hispanic Heritage Month means to them. 

Tell us about your role at Cadent. 

In my current role, I get to work across many teams such as with Sales, Marketing, and Product. Getting to collaborate with colleagues during the Product development Lifecycle keeps me excited and engaged at work. Working on go-to-market plans, client onboarding, and analysis of product usage are some of the highlights that keep my days interesting. 

What does Hispanic Heritage Month mean to you? 

I appreciate Hispanic Heritage Month because it dedicates time to celebrating, sharing, and learning more about different Hispanic cultures and traditions. There are more than 20 Latin American countries that have rich and diverse histories to explore. 

Where can we find you when you’re not at work?   

I love getting outside and being active! In the summer you can find me kayaking, biking, or hanging at the beach. In the winter, I’ll be in the mountains as often as time allows. I’m also a foodie who loves trying new restaurants and sharing a good meal with friends and family. 

Are there any mentors or experiences that have shaped you – either professionally or personally? 

Over the years, I have greatly benefited from formal and informal mentorship. I am always inspired by people who are authentic and true to their words. Honest leaders with a strong vision and willingness to support their teams are qualities I value in my mentors. A good sense of humor also goes a long way. 

What do you feel helps to foster a culture of inclusion? How have you seen those behaviors and practices successfully put into action?    

Being in a workplace that values and celebrates the contributions of its employees is important. Additionally, I think it’s crucial for organizations to create space for their members to have opportunities to be open, curious, and learn from peers who have different backgrounds and perspectives than their own. Cadent’s ERGs are a great place to see these values implemented. 

Do you have any favorite movies, books, music, or other cultural inspirations from Hispanic creators? 

There are so many talented Hispanic creators, that it’s hard to choose! Some of my favorite artists are Victoria Villasana (@villanaart) and José Parlá (@joseparla). I also love listening to Bachata and dancing to Salsa music — it’s nearly impossible to not have a great time! 

What advice would you give to a younger colleague or a younger version of yourself? 

Don’t be afraid to ask questions when you need help or support, be open to receiving constructive feedback, and seek mentorship from people who inspire you. 

Learn more about life at Cadent and see available roles on our Careers page. 

When a CMO sits down with their C-suite colleagues at the end of each month, the first question isn’t, “On what currency did we transact our media against?” The CEOs and CFOs of brands are looking to understand how their marketing investment drove sales – the details surrounding currency methodology are secondary. 

On a recent panel of the Joint Industry Committee, a comment was made that right now, 90% of effort and ad spend is focused on currency and counting, with only 10% going to outcomes and sales lift. While the innovation in the currency space is significant, smart buyers and sellers are simultaneously building pipes, people, and processes around another key development in TV – the ability to track more precise outcome-based measurement. As the tactics and methods from digital are bleeding into TV, so are the precise targeting and measurement solutions. 

Advertisers now can understand both household reach and frequency, as well as how their TV dollars are driving incremental foot traffic, automotive sales, and in-store sales lift, among other KPIs. Brand marketers can precisely understand what TV spend is driving cash register sales, and how to best optimize and improve efficiencies against the outcomes that are most important to their business.  

Key Terminology 

Before we go too far down one path, we feel it’s important to clarify the differences between measurement currency and business outcome-based measurement.  

• Measurement Currency: Currency is the financial unit of value for buying and selling TV ads based on measurement data. (AdExchanger) 
   
• Business Outcome-Based Measurement: Outcome-driven metrics are measures of operational and business outcomes that provide a direct line of sight back to the outcomes on which they depend, and with outcomes that are dependent on them. (Gartner) 

Measure Campaign Performance Against KPIs 

Cadent unveiled measurement marketplace, a feature of Aperture Audience Studio, earlier this year to power outcome-based measurement solutions and support better currency performance.  The solution was designed in direct response to industry feedback that measurement has become too complex – – causing operational burdens and leading to choice paralysis. With more data than ever and various options for systems and partners, the TV measurement landscape is challenging to navigate. It adds complexity to proof of performance, optimization, and cross-screen measurement processes.  

“CTV measurement has come a long way in just a few short years. We, along with partners like Cadent, are investing in advanced measurement capabilities to enable advertisers to delve deeply into measuring outcomes. From tracking website visits to connecting CTV viewership with sales with our Sales Conversion Attribution solution, we’re helping advertisers to truly understand the ROI of each impression in their campaign,” said Dave Marquard, Head of Product at Premion. 

Since launching measurement marketplace, there have been a few critical learnings for marketers:  

• Determine if outcome-based measurement will be used – well before the campaign starts 
• Align the audience targeting strategy with measurement goals 
• Use the same graph solution for both targeting and measurement to increase data fidelity 
• Create test and control groups pre-campaign 
• Engage with the measurement providers early and often about feasibility and deliverables  

TV marketers are improving their ability to understand and optimize against key business outcomes, leaving behind competitors who aren’t innovating. Smart TV networks, distributions, broadcasters, and OTT publishers, are doing the same, offering up smarter TV solutions and winning more marketing dollars from competitors with precise measurement solutions.   

“Affinity is seeing more advertisers shift to outcome-based measurement in Advanced TV, making their TV dollars more efficient, and accountable said Ken Barbieri, SVP, Business Development. “We expect that growth to continue, as smarter marketers realize the potential”.   

Currency and outcomes-based measurement go hand in hand, and the winners in the market will be savvy buyers and sellers who are building up tech stacks around both now.   

Learn more about the measurement partners available through Aperture Platform.

Meet Eleanor Andresen — originally from Ridgefield, Connecticut. She currently attends the University of Miami with a major in communications studies and a minor in political science. Eleanor joined the Cadent team in the 2023 Summer Intern class as a Marketing Intern where she supported our marketing team by writing blog posts, conducting market research, and more! After she graduates, she mentioned she wants to use her communications degree to work in the entertainment industry. Recently, we sat down with Eleanor to learn more about her and her experience as an intern at Cadent. 

Tell us a fun fact about yourself. 

I am a singer! I perform in an A Cappella group at the University of Miami and have spent most of my life taking voice lessons and performing. 

Where can we find you if you’re not at work or school? 

In my free time, I love traveling, trying new restaurants, catching up with my favorite TV shows, and spending time with friends. 

What was your favorite project you worked on during your internship and why? 

My favorite project this summer was our final project because it allowed me to see so many sides of the company and learn new things. We worked with the media planners to create media plans that suited our audiences, worked with the sales team to understand how to successfully pitch our ideas, and the marketing team assisted with presentation skills. It was extremely rewarding to receive valuable feedback from executives, and it felt like the best accomplishment to show at the end of my summer! 

What is one thing you wish you would have known prior to joining Cadent? 

I didn’t know how much goes into the world of television advertising and AdTech overall. Everyone helped catch us up to speed, but in the beginning, there was definitely a learning curve. 

What advice would you give to an incoming intern at Cadent? 

Don’t be afraid to meet people from other teams and find ways to collaborate! Even though your internship is specialized, connecting with new colleagues is always possible. 

Learn more about life at Cadent and see available roles on our Careers page. 

Digital video ads have given businesses around the globe an opportunity to grow their customer base online through targeted advertising. Platforms, such as YouTube,  auction off ad slots ranging from six to 20 seconds, with skippable and non-skippable options. These slots are highly sought after because of the platforms’ advanced analytics, which allows advertisers to easily track views, impressions, clicks, and more. With digital video advertising, brands can expand their reach, target their audience more precisely, and keep up with the ever-changing world of media.  

In the past year, many brands have produced successful video ads, capturing the public’s attention. Three of these groundbreaking advertisements include Netflix: “Wednesday Releases Thing into New York,” Burger King: “Whopper, Whopper,” and Dove: “Dove Self-Esteem Project.” Each campaign highlights various aspects of strategic endorsement that are crucial to the overall success of a YouTube ad.  

Netflix: Wednesday Releases Thing into New York 

Late last year, Netflix launched a campaign to promote their new series, Wednesday Adams. The ad follows Thing, Wednesday’s trusty companion, as he journeys through the bustling streets of New York. As pedestrians notice the walking hand, the ad captures their reactions, ranging from fear to surprise to utter confusion. This ad was met with success due to its light-hearted and comical nature.  By choosing to center the story around Thing, a fan-favorite character,  Netflix encourages the audience to watch the entire ad  Ultimately, Netflix hit the nail on the head – or perhaps, the nail into the coffin – by allowing fans to recall a  sense of nostalgia and build a deeper connection with the new series.  

Burger King: Whopper, Whopper 

Burger King’s recent ad features a catchy jingle for their staple menu item, The Whopper. The song allows viewers to have a greater recall of the product, increasing the likelihood of considering Burger King the next time they want a burger. In addition, the lyrics promote the customizable nature of the Whopper further piquing consumer interest. The visual aspects of the ad feature mouth-watering shots of the process of making a Whopper, showcasing the brands’ fresh ingredients and cooking techniques. Finally, the conciseness  of the ad means viewers are quickly pulled in and are less likely to “zone out.” This ad creates a fun and comical spin on a fan-favorite menu item which allows the audience an interactive viewing experience.  

Dove: Dove Self-Esteem Project 

Leaning into purpose-driven marketing, Dove confronts societal beauty standards with a hard-hitting ad that exposes the toxic roots of social media through an open conversation with mother-daughter pairs. This ad is impactful as it speaks to Dove’s core values and allows them to position themselves as an open-minded, and trustworthy brand. By focusing on real-life relationships, this campaign serves as an educational tool for potential mother-daughter conversations while further increasing consumer support for the brand. 

Digital video ads have become an integral aspect of the online experience, both for businesses and viewers. This powerful platform can reach a vast audience and provide crucial feedback to advertisers around the world. There is no better time than now to harness the strength of digital video advertising to make a lasting and compelling impact on your audience.  

It’s hard to believe that Programmatic I/O Las Vegas is just a few days away! This year’s #PROGIO will touch on topics such as CTV trends, privacy, the cookieless future, retail media, and more, featuring speakers from Procter & Gamble, Buzzfeed, Paramount+, TikTok, and Cadent. We are looking forward to participating in conversations around data-driven marketing with leaders from across the industry. The Cadent team will be attending many of the keynotes, panels, and workshops at the conference, so be sure to get in touch if you would like to set up a meeting.  

While we wish we could make it to every deep-dive, breakout, and networking event, there is simply too much happening in just a few short days! Below, we’ve rounded up a list of some of the sessions where you will find members of the Cadent team.  

1. The State of Converged TV Measurement From A Programmer’s Perspective 

When: Tuesday, May 24 – 9:55-10:15 am  
What: Colleen Fahey Rush from Paramount, Lisa Valentino from Disney, and Mark Roblat from Tubi will meet with AdExchanger’s Allison Schiff to discuss how broadcasters are approaching changing consumer viewing behaviors.  

2. Unlocking the Secrets to Successful Data-Driven TV Advertising 

When: Tuesday, May 24 – 2:15-2:40 pm  
What: Marcy Pentoney, VP, Product Management at Cadent will be leading a workshop on how ratings are driving the need for fluidity, the importance of understanding today’s audience strategies, and why now is the time for linear and digital to converge. 

3. What Programmatic TV Buyers Can Learn From the TV OGs 

When: Tuesday, May 24 – 2:45-3:10 pm  
What: Nicole Whitesel, EVP, Advanced TV & Client Success at Publicis Media will share her perspective on the pros and cons of a programmatic approach in TV, what traders can learn from traditional TV buyers, and how to use the right tools to get the job done for your brand’s KPIs. 

4. Lights, Camera, Ad Tech! A Fireside Chat With Paramount+ and Samsung DSP 

When: Wednesday, May 25 – 9:15-9:35 am  
What: Alex Boras and Jackelyn Keller from Samsung Ads and Damon Mercadante from Paramount+ discuss their predictions for where smart TV viewership trends will go. 

5. The Lasting Effects of the Pandemic on TV and Advertising 

When: Wednesday, May 25 – 1:15-1:40 pm 
What: AJ Kintner, VP of Sales at LG Ads will share how advertisers can successfully balance engaging audiences across linear TV and ad-supported streaming.  

6. What Digital Media Can Learn From CTV 

When: Wednesday, May 25 – 1:45-2:10 pm  
What: Mike Richter, VP, Global Ad Revenue Operations, CTV & Digital at Trusted Media Brands will explore how identity, privacy, and tech setups differ across CTV and digital. 

7. Creating The Culture, With TikTok’s Melissa Yang 

When: Wednesday, May 25 – 3:40-4:00 pm  
What: Melissa Yang, Global Head of Ecosystem Partnerships at TikTok will speak with AdExchanger’s Allison Schiff about how TikTok is working to foster a positive environment for creators, advertisers, and users.  

Meet us at the MGM Grand in Las Vegas! 

Meet members of the Cadent team at Programmatic I/O! Jes Santoro, Marcy Pentoney, Tony Yi, and Mari Tangredi will all be at the conference. If you would like to book a meeting, please email aheffernan@cadentdev.wpengine.com or send a contact request here.