Cadent Reinvents Direct CTV Inventory Standards with 100% Premium Commitment

Cadent's New Standard in CTV Inventory Management

In a bold move that could significantly reshape the digital advertising landscape, Cadent, a leading predictive advertising company, has recently announced that all of its supply paths for Connected TV (CTV) are now completely direct. This groundbreaking commitment, validated by Jounce Media, underscores Cadent's dedication toward creating a more transparent and efficient advertising ecosystem.

Jounce Media, recognized as a key player in programmatic supply chain management, has conducted an audit verifying that Cadent's CTV inventory, classified as Jounce-certified, is entirely sourced through direct channels. This sets Cadent apart in a market where many competitors only meet a 75% direct supply path standard. By establishing a 100% direct inventory supply, Cadent is leading the way in ensuring advertisers' confidence when investing in programmatic CTV advertising.

The Cadent Inventory Manager implements a stringent onboarding process for supply partners, integrating only those classified by Jounce Media as direct paths to premium inventory. Furthermore, the company limits the CTV providers to an approved list, reducing the risks associated with inventory reselling—one of the predominant issues in programmatic advertising. Chris Kane, Founder of Jounce Media, emphasized the importance of such a quality assurance mechanism, remarking, “As CTV continues to expand, the rigorous vetting of inventory sources is critical for the industry's health.”

Forecasts suggest that CTV ad spending will reach a massive $55 billion by 2027, according to data from eMarketer. This rapid growth heightens the necessity for transparent and reliable access to CTV buying channels—allowing advertisers to allocate their budgets responsibly, minimizing superfluous fees while avoiding potentially fraudulent placements.

Karla Esquivel, Director of Programmatic at Moroch Digital Solutions, noted that Cadent provides a streamlined approach to planning, purchasing, and optimizing CTV campaigns via a singular platform, emphasizing the benefits of its comprehensive reporting capabilities. Such transparency enables marketers to maintain inventory quality, adapt campaigns swiftly, and significantly cut media waste and operational inefficiencies.

The innovative Cadent Inventory Manager, available through the integrated Cadent Platform, boasts attributes such as direct supply paths, no supply duplication, zero Minimum Floor Auction (MFA), and free from auction manipulation. Cadent has established partnerships with Jounce to delineate the most direct supply lines with content owners and CTV platforms, including OEMs, Free Ad-supported Streaming Television (FAST), and virtual Multi-Channel Video Programming Distributors (vMVPDs).

“Cadent is pioneering the reduction of advertising friction through the most direct and transparent connections available,” stated Doug Rozen, President of Cadent. “Our unwavering commitment to upholding the highest standards guarantees that advertisers receive premium CTV at real value, leading to superior outcomes for all parties involved.”

With a powerful, AI-native platform, Cadent is positioning itself to unlock extensive reach and scalability for its clients. The company processes an astonishing 200 billion impression opportunities on a daily basis, connecting advertisers with over 125 million households and 1.8 billion devices across prominent publishers, including DIRECTV Advertising, DISH Media, and LG Ad Solutions. Cadent continues to grow its network, having added over 50 new publisher partners in 2025 and expanding its Total Video offering, now including integration with YouTube following its acquisition of VuePlanner.

In summary, Cadent's innovative approach to CTV inventory management represents a new standard in the industry, focused on delivering premium, direct connections between advertisers and viewers. As the CTV space continues to evolve, Cadent's commitment to transparency and quality will likely play a crucial role in shaping the future of digital advertising.