New York-headquartered predictive advertising company Cadent has moved ahead with its purchase of an entity known for its efforts in YouTube video ad planning, optimization, and measurement.
With this acquisition by Novacap-owned Cadent, the capabilities of VuePlanner are being widened, “giving advertisers broader access to high-value video inventory to attract any unique audience across any unique format—with a single, end-to-end platform.”
Cadent, led by CEO Nick Troiano, gains access to the world’s biggest video platform — YouTube.
“With over 62% of US internet users using YouTube daily, Cadent clients will now have access to one of the biggest ad ecosystems on the market, seamlessly integrating YouTube budget and activations into one total strategy,” says Cadent.
Headquartered in New York, VuePlanner is led by co-founder John Cobb. All VuePlanner employees will be integrated into Cadent’s operations, with Cobb joining as EVP/GM for Cadent VuePlanner.
“YouTube has become a premium destination for curated video, creating powerful new ways for brands to reach and engage audiences across every screen,” said Cobb. “In a multiscreen world, meeting viewers where they watch is critical. Now, Cadent enables advertisers to seamlessly activate YouTube within a broader Total Video strategy.”
