How can creative disruption shape the future?

View Schedule

Cadent acquires ID-provider 4Info to spur growth in advanced TV

Cadent kicks off 2020 adtech M&A with 4Info deal

Cadent is preparing for a future of multi-screen TV watching by acquiring 4Info, a company that helps advertisers identify and connect users across their devices.

Cadent, a demand-side platform focused on advanced TV, targeted 4Info for its audience graph, which claims to help national advertisers manage frequency across all forms of TV.

Nick Troiano, chief executive officer of Cadent, in a statement said integrating 4Info’s graph of household identifiers with Cadent’s advanced TV platform will ideally create a unified access point for all forms of TV – cable, broadcast, addressable set-top-box and OTT – at scale.

"Viewers are engaging with premium TV across more devices and services than ever before,” Troiano said. “In response, advertisers and agencies require a unified view of their TV campaigns to get the clearest picture of brand reach and engagement."

Cadent is ringing in the new year with an acquisition following a busy 2019 for the marriage of TV and adtech. LiveRamp bought Data Plus Math, Roku bought Dataxu, Xandr bought Clypd and Rubicon Project merged with Telaria – all deals that signal a race to claim a stake in the field of advanced TV.

Cadent did not share financial terms of the deal. The two companies have been tech partners, with 4Info integrated into Caden’t buy-side platform to help advertisers build data-driven national campaigns.

"Cadent's scale across all forms of advanced TV will further 4Info's mission of enabling unified audiences at scale that are fully actionable across screens and properties," said Tim Jenkins, chief executive officer of 4Info. "We are pleased to continue our journey helping advertisers evolve their television advertising as part of Cadent."

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.