Today we’re proud to announce a long-term, strategic technology relationship with Liberty Global, which selected Cadent Advanced TV Platform to enable delivery of targeted ads to different households during the same program, on behalf of broadcasters and programmers.
John Paul, Managing Director of Advanced Advertising and Data, Liberty Global, said partnerships like these are critical. “It’s moving so fast, so Cadent for us is a very forward-thinking, almost like a leap frog type of partner.”
Our advanced advertising technology will support the management, execution, and reporting of addressable advertising campaigns in the UK across linear broadcast and VOD. In the UK, Liberty Global subsidiary Virgin Media will be the first to deploy using the platform.
Cadent’s cloud-based platform provides technical features and capabilities will provide:
Server-side ad insertion enabling rapid, “just-in-time” addressable campaign decisioning and execution, reducing the need for creative assets and business logic to physically reside on the STB;
– An extensible framework, with open APIs, that can support multiple workflows from current and future broadcasters and their advertising technology vendors;
– An operator-managed architecture designed to maintain key information and functionality within a secure network environment;
– Multiplatform TV advertising execution for content providers to manage reach, frequency and ad exposures across the Liberty Global footprint, encompassing household addressable, network DVR, IP live, and STB and IP video-on-demand (VOD); and
– Campaign management with normalized execution and reporting to determine ad efficacy based on unified data sets and analytics, and to support revenue share models between content owners and Liberty Global.
Addressable TV advertising offers granular targeting capabilities to the household or even device level, which dramatically increases the value of TV advertising. This kind of sophisticated targeting has attracted new advertisers to the medium and makes it a highly competitive alternative to digital advertising platforms.
There are also some privacy safeguards built into addressable TV advertising. Through Cadent Advanced TV Platform, an architecture controls and processes data without leaving the Liberty Global footprint. In short, Sky and Virgin protect the commercial integrity of their data while maintaining the highest level of privacy for consumers. It’s also a win for broadcasters, content owners, and advertisers delivering household addressable advertising to subscribers, who will receive a better, more relevant advertising experience.
With more than half of all TV viewing in the UK happening live, the linear delivery needs to be enabled for addressability in order to offer marketers the scale of TV and data-driven targeting and attribution. Today, Liberty Global and Cadent have taken the first step in making this a reality for European marketers.