# Cadent

> Cadent is a privately held advertising technology and services company that helps brands, agencies, and media owners plan, buy, optimize, and measure campaigns across linear TV, connected TV, digital media, and YouTube. Its platform combines household identity, predictive audience models, media access, and campaign measurement.

- **Founded:** 2005
- **Headquarters:** New York, United States
- **Founders:** Marc Krigsman (Co-founder of predecessor Cross MediaWorks (2007)), Larry Rubin (Co-founder of predecessor Cross MediaWorks (2007)), Clarion Capital Partners (Institutional co-founder of predecessor Cross MediaWorks (2007))
- **Products:** Cadent Platform, Total Video, Predictive Audience Builder, Campaign Performance Agent, Audience Discovery Agent
- **Notable:** Completed the AdTheorent acquisition in June 2024 at approximately US$324 million, or $3.21 per share., Acquired YouTube specialist VuePlanner in December 2025., Cadent and Google Cloud reported 75% employee AI adoption in 90 days and more than 3,000 hours saved in December 2025.

## Products & services

- **Cadent Platform** — Unified predictive advertising workflow combining audiences, activation, optimization, and measurement across TV and digital.
- **Total Video** — Planning and buying across linear TV, CTV, digital video, and YouTube, with managed and self-service options.
- **Predictive Audience Builder** — Self-service audience modeling with selectable, excludable, and weighted data signals.
- **Campaign Performance Agent** — AI assistant for campaign monitoring, issue identification, insights, and optimization.
- **Audience Discovery Agent** — Conversational discovery and refinement of audience segments.
- **PremiumVue, CreativeVue, and PerformanceVue** — YouTube contextual curation, creative scoring, and campaign measurement.
- **Ad Manager and Inventory Manager** — Technology and operational capabilities to manage and monetize advertising inventory.

## Achievements

- Completed the AdTheorent acquisition in June 2024 at approximately US$324 million, or $3.21 per share.
- Acquired YouTube specialist VuePlanner in December 2025.
- Cadent and Google Cloud reported 75% employee AI adoption in 90 days and more than 3,000 hours saved in December 2025.
- A September 2026 announcement reported revenue had more than tripled and headcount had risen from approximately 200 to more than 600 over Nick Troiano’s tenure.

## Latest updates

- **2026-10** — Published guidance on free ad-supported streaming TV opportunities on October 15.
- **2026-09** — Lisa Utzschneider appointed interim CEO and board chair September 23; Nick Troiano became a strategic advisor during the search for a permanent CEO.
- **2026-08** — Published a Caribbean destination campaign reporting 5.4x ROAS, 21% sales lift, and $650,000 incremental economic impact.
- **2026-05** — Launched Predictive Audience Builder May 27 and announced Gemini Enterprise access May 18.

## Links

- Website: https://www.cadent.com/
- LinkedIn: https://www.linkedin.com/company/wearecadent/
- Twitter/X: https://x.com/wearecadent
- YouTube: https://www.youtube.com/channel/UCF1Y32ck_lH8NznwS6LU97A
- Instagram: https://www.instagram.com/wearecadent/

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Profile page: https://yespress.io/cadent
Published by YesPress — https://yespress.io
Last updated: 2026-10-21