Liberty Global has chosen Cadent to deliver an addressable TV advertising platform, with the first deployment being on the UK’s Virgin Media.
The Cadent Advanced TV Platform will provide Liberty with an open advanced advertising framework capable of supporting multiple workflows from broadcasters and content providers. It will allow the operator to deliver different targeted ads to households during the same programme on behalf of broadcasters and content providers.
Last year Sky became the first broadcaster to partner with Liberty Global on a joint addressable advertising initiative. Cadent’s platform has open APIs that can integrate with third-party advanced advertising systems – including Sky’s AdSmart platform – to deliver targeted advertising across Liberty Global’s footprint. Cadent have previously worked with Liberty Global to launch addressable advertising around VOD content in the UK.
Commenting on the development, John Paul, MD of Advanced Advertising and Data for Liberty Global, said: “Liberty Global is focused on enabling advertising experiences that improve outcomes for both our content partners and customers. Not only does addressable TV enable today’s national brand advertisers to reach target audiences more effectively, it also enables first-time or more regionally focused businesses to benefit from TV in ways never before possible.”
Nick Troiano, CEO of Cadent, added: “Liberty Global continues to be at the forefront of innovation with advanced and addressable advertising. As the demand for both data-driven and brand-safe video advertising accelerates, we’re proud to be playing such a central role in helping Liberty Global serve their TV content owners, advertisers, and viewers. We’re also very excited to expand deeper into the European market after a long-history of success in the U.S. Cadent is committed to empowering the evolution of TV advertising with an extensible technology platform designed to manage the complexity of campaign management and execution.”