Cadent, a predictive advertising company, has announced the launch of advanced supply category targeting within the Cadent Ad Manager. This feature, developed in partnership with Jounce Media, enhances transparency and efficiency in programmatic advertising by allowing advertisers to control inventory quality with greater precision. The update supports Cadent’s broader mission to streamline ad buying across all screens through smarter supply path optimization (SPO) and improved inventory management.
Highlights of Cadent’s Advanced Supply Category Targeting
Enhanced Control Through Unified Supply Categories
- Cadent integrates Jounce Media’s supply categories with real-time bid-stream data.
- Advertisers can now manage supply categories directly within the Cadent Ad Manager.
- Inventory is available through the Cadent Inventory Manager with targeting and anti-targeting capabilities.
Supported Supply Categories
- Premium Direct
- Premium Intermediary
- Cheap Reach
- Multi-Hop Reselling
- Made for Advertising (MFA)
This classification helps advertisers focus on high-value inventory while excluding poor-performing or brand-unsafe categories.
Strategic Benefits for Advertisers
- Greater Transparency: Direct access to classified supply categories provides clarity and better decision-making.
- Improved Brand Safety: Advertisers can exclude inventory categories that may compromise brand integrity.
- Optimized ROI: Streamlined SPO efforts reduce inefficiencies, avoiding impressions from low-quality or overly intermediated sources.
Core Elements of Cadent’s Approach
- Hand-Vetted Publisher List: Curated to exclude clickbait and focus on performance-driven placements.
- Machine Learning Models: Pre-impression anti-fraud and viewability screening for quality assurance.
- Cost-Efficient SPO: Reduction of reliance on “multi-hop” and “cheap reach” inventory improves campaign value.
- Omnichannel Reach: Access to 150+ brand-safe publishers across linear TV, CTV, OLV, and display.
Industry-Endorsed Innovation
- Chris Kane of Jounce Media commended Cadent’s user-friendly, transparent approach that simplifies complex supply paths for advertisers.
- The move responds to increasing industry concern over fraud and brand safety, as highlighted in a 2024 Adalytics report.
With the introduction of advanced supply category targeting, Cadent continues to lead in delivering transparent, efficient, and secure programmatic advertising solutions. This latest expansion enhances advertiser control, optimizes media spend, and upholds brand safety in a challenging digital environment. As brands seek to unify and elevate their omnichannel strategies, Cadent’s partnership with Jounce Media offers a compelling model for responsible and results-driven ad tech.
