It’s not typical for partners in the advanced TV space to have a dedicated data science team that influences core products, but that’s exactly what we have at Cadent – a data science team with diverse backgrounds in computer science, mathematics, neuroscience, astronomy and more, focused on how we can infuse data driven decision-making in the advanced TV space.
TV advertising is rapidly transforming from fax and phone-based systems to digital, data-informed processes. Similarly, decisions about advanced TV campaigns can’t rely on intuition; we believe the medium should embrace the best of digital marketing tools and analytics to deliver valuable insights to clients.
That’s where the data science team comes in – we aren’t a research wing. What we do is an essential part of Cadent’s core product offering. From providing insights on business outcomes for our customers to bidding on inventory, we use data science to enable data-driven decisioning on premium addressable video content. Specifically, we forecast audience reach and size to maximize impressions, predict TV show ratings on the various networks, optimize ad placement, optimize national campaign plans for efficient delivery of impressions, and more. We do this by diving into a vast range of datasets, including internal, proprietary and external third party data, and we use machine learning and artificial intelligence processes.
As a team, we benefit from our wide range of past experience, including traditional statistical analysis and modern machine learning and deep learning techniques. Another important element to our work is embracing and leveraging the open source community of data science. We regularly share analyses, presenting our work at conferences and sharing what we learn in public forums to give back to the community. (See our work on GitHub here and here.)
We also have a lot of fun – the Cadent data science team are ardent Kagglers. (Kaggle is the most popular competition platform for predictive modeling and analytics.)
If you’re interested in being on the forefront of advanced TV advertising, check out our open positions.