Cadent has completed the acquisition of VuePlanner, a YouTube-focused media intelligence and optimization platform, in a transaction that strengthens Cadent’s position in predictive advertising and expands its reach across major video environments.
The deal brings YouTube’s premium creator inventory directly into Cadent’s unified platform, enabling advertisers to plan and activate campaigns across linear television, connected TV, and YouTube within a single workflow.
The company stated that the acquisition marks a significant step in its ongoing effort to build a fully integrated Total Video solution that aligns with evolving consumer viewing habits. By adding VuePlanner’s contextual data, content-scoring engine, predictive targeting, and measurement capabilities, Cadent aims to give advertisers greater transparency and access to high-intent video environments across one of the world’s largest digital platforms.
VuePlanner, one of just seven companies included in the YouTube Measurement Program, provides brand-suitable inventory curation, campaign optimization, and independent measurement across YouTube’s premium creator ecosystem. Its technology helps advertisers identify high-value content, improve performance efficiency, and validate outcomes with third-party transparency. The full VuePlanner team will join Cadent, with co-founder John Cobb taking on the role of Executive Vice President and General Manager of Cadent VuePlanner.
Cadent noted that the acquisition arrives amid a year of business expansion and platform investment. The company recently reported double-digit growth during the Upfront marketplace as advertisers increased spend across converged media. Earlier in the year, Cadent unified its artificial intelligence and machine learning infrastructure on Google Cloud to accelerate modeling, insights, and automation across its predictive advertising platform.
With YouTube usage reaching more than sixty percent of daily internet users in the United States, Cadent said that integrating VuePlanner will provide advertisers with broader, more meaningful ways to reach audiences across every screen. The company added that the combined offering will enhance its ability to deliver measurable results across premium partners within a single, transparent environment.
KEY QUOTES:
“This acquisition fortifies Cadent’s commitment to building a truly unified platform, one that reflects today’s converged media landscape and evolving consumption habits. With VuePlanner, Cadent is the only platform that enables advertisers to activate YouTube’s premium creator inventory alongside linear and CTV. Now, for the first time, advertisers can take a Total Video approach to engaging any audience across any format.”
Nick Troiano, CEO, Cadent
“YouTube has become a premium destination for curated video, creating powerful new ways for brands to reach and engage audiences across every screen. In a multiscreen world, meeting viewers where they watch is critical. Now, Cadent enables advertisers to seamlessly activate YouTube within a broader Total Video strategy.”
John Cobb, Co-Founder, VuePlanner; EVP & GM, Cadent VuePlanner
