Technology Partnership Lets Advertisers Create and Activate Custom Audience Segments On-Demand and at Scale, Enables Real-Time Campaign Optimization
Cadent, the advanced TV platform company, today announced a partnership with 0ptimus Analytics, the data science and technology company, allowing TV advertisers to activate against custom audience segments faster and more efficiently and get real-time insights into how campaigns are performing.
Real-time optimization of data segments is paramount to success for marketers, allowing them to better connect with their most engaged audiences, take advantage of the creative that resonates most and better orchestrate their cross-screen investments. Because 0ptimus’s on-demand data creation and audience modeling technology allows segments to be built or updated within a matter of hours in response to real-world triggers, marketers have more choice and fluidity with their campaigns, and can adapt in real time to today’s constantly changing environment. 0ptimus transforms on-demand insights on consumer behaviors, attitudes, perceptions, activism, causes, trends, current events and more from its verified opt-in panel into scaled bespoke audiences for activation in a matter of minutes.
The scale and accuracy are made possible through an integration between Cadent’s advanced TV platform and 0ptimus Analytics’ verified matched sample data creation. The integration connects Cadent’s Viewer Intelligence Graph directly to 0ptimus’ on-demand predictive modeling and audience scaling platform. Together, the systems enable brands to convert opt-in consumer data into modeled and scaled audiences with unparalleled flexibility, speed, precision and agility.
0ptimus’s portfolio of pre-built bespoke consumer data segments are available through Cadent Advanced TV Platform. Cadent and 0ptimus are powered by cookieless, CCPA and GDPR-compliant technology.
“With this partnership, Cadent and 0ptimus aim to simplify and clarify identity for television advertisers,” said Tim Jenkins, EVP, Head of Audience & Identity Solutions, Cadent. “Cadent’s Platform and 0ptimus’s data creation and modeling technology provide advertisers with unmatched speed and accuracy to target their relevant audiences across TV screens.”
“Advertisers today require hyper-responsive technology and the ability to optimize campaigns on the fly,” said Katie Casavant, President of 0ptimus Analytics. “We’re thrilled to partner with Cadent and respond to the industry’s clear need for speed and more sophisticated, accurate audience targeting capabilities.”