A few years ago, Comcast CEO Brian Roberts told Bloomberg that television will change more in the next five years than in the last 50, and that sentiment holds true today.
As the industry responds to a period of rapid technological change and growing complexity, it’s an exciting time to join the Cadent team. As Chief Product Officer, I have the incredible opportunity to be one voice in a community that will transform the TV landscape, and Cadent is the perfect platform to support this transformation.
During my career, I’ve been part of companies and teams that have changed industries forever from online publishing and monetization with DoubleClick (now Google), automated buying and optimization with MediaMath, and online transparency and analytics tools with DoubleVerify. These experiences shaped my understanding of what it takes to transform sales and operations-focused businesses into product solution-focused organizations. It’s an exciting and rare challenge.
Television is on the cusp of a great transformation, and many TV-centric companies are already taking control of their own evolutions. Industry partners want to complement their business and evolve to answer the industry’s needs – examples include AT&T’s newly announced acquisition of AppNexus or Comcast’s acquisition of FreeWheel a few years back. Ultimately, the partners who will bring change to the TV industry are the ones with deep understanding of cable relationships, inventory sources and the unique infrastructure of television. At Cadent, we know that change must include TV people, the people who built this business.
Only Cadent has the experience and unique understanding of both traditional linear and data-enabled TV spaces, making it the most well-rounded offering in the industry. The evolution of TV promises a more data-driven future, and it’s going to take a combination of technology services and experience to do it right. Cadent’s offering of advanced TV, data-driven linear, indexed and a platform that ties it all together is unique in the industry.
Our vision is to simplify the industry and create a more cohesive and connected ecosystem for all stakeholders. We’re not here to just build technology tools; we’re here because we understand the business. And the industry is only good as the technology, services and experiences that surround it.
Today, we’re looking into applying our linear TV learnings and experience against our work in the addressable TV space. We see all TV as data-enabled as inventories expand, audiences fragment and agencies transform. We want to be the trusted partner who guides and supports all members of the TV ecosystem from buyers to publishers through these changes. And our two decades of experience – linked with our deep understanding of the ecosystem – will enable us to do exactly that.
Change is inevitable, but when driven with the desire to create a more open and data-driven TV ecosystem, this change can have only profound and positive impact for the industry as a whole.