New offering strengthens Cadent's robust full platform supply path optimization strategy,
providing advertisers more control and flexibility
NEW YORK, May 29, 2025 -- Cadent (www.TheNewCadent.com), the predictive advertising company, today announced the availability of advanced supply category targeting within the Cadent Ad Manager, underscoring its commitment to open, transparent and quality digital supply. By unifying Jounce's supply categories with bid-stream data, Cadent empowers advertisers with control over supply categories directly in the Cadent Ad Manager, creating a cohesive, user-friendly experience that drives best-in class programmatic ad buying across screens. Additionally, the supply path category targeted inventory is available on the Cadent Inventory Manager enabling users to access the supply path category targeted, brand safe supply across the Cadent Platform.
Through this expansion, Cadent offers advertisers advanced targeting and anti-targeting capabilities across supply categories such as Premium Direct, Premium Intermediary, Cheap Reach, Multi-Hop Reselling, and Made for Advertising. Moreover, this expansion boosts Cadent's already comprehensive approach to supply path optimization (SPO) and inventory quality.
"Cadent is committed to delivering innovative solutions that give our customers more control and transparency in their advertising strategies," said Eoin Townsend, Chief Product & Technology Officer at Cadent. "This expanded partnership with Jounce Media is a perfect example of that. As one of the first DSPs to introduce Advanced Supply Category targeting, we are providing advertisers with more precise control over their inventory choices. This not only helps advertisers maximize their ROI but also strengthens Cadent's already industry leading SPO approach."
Key elements of Cadent's approach include:
- Hand-Vetted Platform-Wide Approved List: A highly curated approved publisher list prioritizing high-quality inventory over click-bait, focusing on delivering measurable advertiser value, not vanity AdTech metrics.
- Machine Learning Anti-Fraud and Viewability Models: An anti-fraud infrastructure that detects fraud before the impression is served.
- Cost-Saving Measures: A robust supply path optimization strategy that includes throttling-away from impressions with a high volume of resellers in the transaction and optimizing against so-called "cheap reach" properties and "multi-hop" resold inventory.
- Direct Connections: By offering direct connections to 150+ brand-safe publishers via the Cadent Inventory Manager across linear, CTV, OLV, and display, the Cadent platform unifies silos to deliver transparent and performant omnichannel experiences that ignite brand growth.
"Media buyers need ad tech partners that can take the complexity out of the programmatic supply chain and make it easy to transact through the highest efficiency supply chains," said Chris Kane, President at Jounce Media. "Cadent's ongoing commitment to transparency, high-quality inventory and efficiency ensures advertisers can optimize spend and deliver results. Through our partnership, we are continuing to push the boundaries and set new standards for more effective advertising."
Brand safety, transparency, and fraud are persistent issues in the programmatic ad space as evidenced by a 2024 Adalytics report which highlighted how major brands often appear alongside unethical and brand-unsafe content. Cadent's partnership expansion with Jounce enables advertisers to unify disparate inventory sources and shed light on opaque operations to maintain strict brand safety and inventory standards. With advanced supply category targeting, advertisers can safeguard their brand reputation and media investment only targeting inventory they deem suitable and anti-targeting that which does not.
About Cadent
Cadent ignites seamless connections between brands, publishers and consumers. Our advanced predictive models orchestrate outcomes on any platform customers are on, across any media they consume, and at any stage of their journey. Through our transparent, enterprise-class platform that adapts in real time and connects with hundreds of partners, we drive measurable outcomes across every screen. Learn more at www.TheNewCadent.com.
About Jounce Media
Jounce Media is the industry leader in programmatic supply path optimization and is trusted by the world's largest brands, agencies, media companies, and advertising technology platforms to enable high efficiency programmatic trades. Through industry-leading research and fully transparent supply chain data, Jounce arms buyers and sellers with an information advantage to identify and avoid value-extracting RTB auctions. Learn more at jouncemedia.com.
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