Cadent Forms New Ad-Tech Division

Media, ad technology and data specialist Cadent has formed a new division, called Cadent Technology, that merges the technology teams of BlackArrow and Cadent Network, a national TV advertising media solutions provider.

Formation of the new unit comes about six months after Cross MediaWorks (Cadent’s  holding company) announced the acquisition of BlackArrow, a dynamic ad insertion company that counts partners such as Time Warner Cable, Comcast, Charter Communications, Bright House Networks, Rogers Communications, and Liberty Global/Virgin Media. 

In the new structure,  New York-based Cadent Technology will focus on developing addressable, cross-platform advertising and data solutions that support BlackArrow’s new and existing customers, while Cadent Network will continue to encompass Cadent’s media solutions, the company said. 

“The creation of Cadent Technology reflects our commitment to help the pay-TV industry monetize video delivered to any screen at any time. The merging of the teams and their complimentary expertise creates a full range of products and services from self-serve advertising software to fully managed inventory services, across all forms of linear and non-linear TV inventory,” Nick Troiano, CEO of Cadent and the former CEO of BlackArrow, said in a statement.