Liberty Global partners with Cadent on addressable TV ads

Liberty Global has partnered with addressable TV advertising platform, Cadent, as it looks to step up its targeted advertising efforts.

Virgin Media in the UK will be the first Liberty Global subsidiary to deploy the Cadent platform, which will allow it to deliver different targeted ads to households during the same program.

Cadence’s platform is designed to improve ad relevance for both broadcasters and content providers and Liberty has already worked with the firm to launch addressable advertising around video on demand content in the UK.

The new arrangement will enable Cadent to use Liberty’s DOCSIS network and advanced set-top boxes to deliver targeted ads on network DVR, live IP, and STB and IP video-on-demand content.

“Liberty Global is focused on enabling advertising experiences that improve outcomes for both our content partners and customers,” said John Paul, managing director of advanced advertising and data for Liberty Global.

“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.”

Cadent CEO, Nick Troiano, said: “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 US 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.”

The news comes after Virgin Media and Sky struck a deal last June to let businesses offer targeted ads across both pay TV platforms. This partnership covers both linear and video-on-demand TV advertising and uses Sky’s AdSmart platform as well as technology developed by Virgin’s parent company Liberty Global.

Announcing the new deal with Cadent, Liberty said that 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.