Cadent has rolled out a new self-service tool Predictive Audience Builder which empowers advertisers to build tailored audiences from individual predictive data signals rather than using pre-made audience segments. Being a part of the Cadent Platform, this tool allows media buyers to choose, exclude, and even put a priority on signals like location visitation, publisher activity, keyword behavior, TV and connected TV viewership, household demographics, and other behavioral indicators directly.
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Based on Cadent, the platform has been developed to not only increase reach incrementally over the open web but also to assist advertisers in finding high-value audiences that conventional targeting methods often fail to uncover. “Predictive Audience Builder changes that by combining our industry-leading, independent identity graph with real-time predictive AI,” said Eoin Townsend, Chief Product & Technology Officer at Cadent. According to the company, early campaigns using the technology delivered a fivefold improvement in cost per acquisition for a quick-service restaurant brand and a 4.6x behavioral lift for a beverage advertiser. Cadent said the launch expands its broader predictive AI advertising capabilities amid growing industry concerns around programmatic transparency and media efficiency.