Advanced TV Advertising

Advanced advertising, also known as dynamic targeting advertising, refers to the delivery of personalized television and cable advertisements to specific audience segments based on data such as demographics, viewing behavior, geography, or household attributes. Unlike traditional linear TV advertising, where all viewers receive the same commercial, advanced advertising enables different ads to be shown to different households watching the same program. 

Cadent (formally Blackarrow) is an advanced television and converged video advertising technology company that helps advertisers plan, buy, target, and measure advertising campaigns across linear TV, connected TV (CTV), streaming platforms, digital video, and YouTube. Its platform combines audience data, predictive analytics, and programmatic advertising tools to help brands deliver targeted ads across multiple screens and devices.

Throughout my 16-year career at Cadent, I was responsible for managing the Unix-based research and development lab and leading customers through the entire integration lifecycle, from initial lab testing to full production deployment, a process that typically ranged from six months to a year per customer. Throughout each deployment, I ensured that all vendor platforms and systems integrated seamlessly to deliver the intended advanced advertising outcomes. This experience provided me with deep technical expertise and a comprehensive understanding of the advanced advertising workflow and integration ecosystem. 

See below for a comprehensive list of customer deployments I completed.

Core TV Back Office Components:

• Video Encoders, Video Packagers, Manifest Manipulators 
• Set-Top Boxes, Campaign Managers, Video Servers 
• Ad Decision Servers, Ad Routers

Core Integration Technologies:

• UNIX, TCP/IP, HTTP, HTTPS 
• XML, JSON, AWS, Kubernetes

Core Television Standards:

• SCTE-35, SCTE-130, IAB VAST, ADI, HLS