Cadent, which offers clients access to cable network ad inventory from cable operators, has made a deal to get data from TiVo Research that will enable it to target audiences that are rich with potential customers.
GroupM’s Modi Media is the first client to use the TiVo-Cadent combination to extend the footprint of an addressable TV ad campaign.
Cadent will combine the TiVo TV data with first- and third-party data sources to help agencies and marketers build ad campaigns that reach audiences that have high indexes against selected target consumers.
“The application of TiVo Research’s set-top box data aligned with third party data sets will enable meaningful audience targeting across Cadent’s network portfolio,” said Mike Bologna, president of Modi Media. “This is another step towards our commitment to deliver targeted television solutions at scale.”
Read more at broadcastingcable.com.