"Let's make a deal The news marks Cadent's third acquisition and fourth M&A deal in as many as three years. In 2023, the company bought EMX's SSP technology in a bankruptcy auction, just a few months before getting itself acquired by private equity firm Novacap for $600 million. Last year, Cadent also spent $324 million acquiring AdTheorent, a performance-based DSP that represented a further push on Cadent's part to become a more omnichannel marketing company."
"According to Troiano, increased media fragmentation is causing buyers and agencies to seek out more consolidated solutions - or what he referred to as "value-added, single places to play." Given Cadent's primary competency is still in video, bringing VuePlanner into the fold makes for a "seamless, natural partnership," added Troiano. As an early member of YouTube's Measurement Program, VuePlanner will allow for the expansion of Cadent's existing video reach, which currently includes linear TV, CTV and online video (OLV)."
Cadent acquired VuePlanner, a contextual advertising and media-planning firm for YouTube, adding 35+ employees and bringing Cadent's headcount to roughly 640. The deal has been in development since April and neither company disclosed the amount. This is Cadent's third acquisition and fourth M&A deal in about three years, following purchases including EMX's SSP technology and the $324 million AdTheorent acquisition; Cadent itself was acquired by Novacap for $600 million. The acquisition targets consolidation amid media fragmentation, expanding Cadent's video reach across linear TV, CTV and online video while integrating YouTube-specific measurement capabilities.
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