Cadent, an advanced TV platform company, acquired 4INFO, a data activation platform provider based in San Jose, CA.
The amount of the deal was not disclosed.
The acquisition will enable Cadent to expand its cross-screen solutions for national advertisers with advanced audience targeting, and over-the-top (OTT) and connected TV (CTV) video buying capabilities.
The two companies have been technology partners since 2018, and over the past year have integrated 4INFOs data-activation capabilities into Cadent’s buy-side TV planning and activation platform.
Led by Tim Jenkins, CEO, 4INFO provides a data activation platform that incorporates patented audience graph technology that resolves multiple TV devices back to a household. This matching fabric enables national TV advertisers to de-duplicate and map audience segments into the full universe of television, providing a precise measurement of targeted reach. The company also has offices in New York and Detroit.
Led by Nick Troiano, CEO, Cadent provides marketers, agencies, operators, and media owners with data-driven solutions for buying and selling TV advertising. By connecting brands with opportunities across national inventory sources—cable, broadcast, and OTT— the company’s technology enables users to improve efficiencies and boost the results of cross-screen campaigns.