Cadent, the largest independent provider of omnichannel video advertising solutions, has announced new strategic partnerships with regional MSOs Hotwire, Midco, and Mediacom. These partnerships aim to bolster ad revenue and enhance addressable TV advertising as these companies roll out their new Internet Protocol Television (IPTV) platforms. Through Cadent's innovative Aperture Ad Management solution, these MSOs will gain full control over their advertising capabilities, ensuring growth and protection of both linear and time-shifted ad revenue.

1. Overview of the Partnership:

   • Cadent has partnered with Hotwire, Midco, and Mediacom to provide a fully hosted ad management platform.
   • The partnership focuses on enabling addressable local and national advertising across video services, including linear TV and IPTV.

2. Benefits of the Cadent Aperture Ad Management Solution:

   • Offers comprehensive control over Addressable TV advertising across STB, CTV, and TV-E.
   • Supports linear replication and dynamic insertion for live and time-shifted TV.
   • Protects data for measurement, attribution, and business intelligence (BI) purposes.
   • Enhances the monetization of existing linear inventory and previously unsold video services.

3. Impact on MSO Partners:

   • Hotwire:
     • Leverages Cadent’s platform to enhance ad revenue opportunities while supporting linear ad business.
     • Benefits from the combination of Cadent's platform and Hotwire’s fiber network for innovative addressable advertising.
   • Midco:
     • Improves video monetization and enhances ad products for local advertisers.
     • Strengthens the viewing experience for residential customers and boosts ad opportunities for affiliate partners.
   • Mediacom:
     • Gains the ability to protect and grow ad revenue as it transitions to new IPTV services.

4. Cadent's Role in the Evolving TV Advertising Landscape:

   • Cadent’s Aperture Platform is tailored for the changing world of TV and video.
   • It enables premium video service providers to maximize their unique market positions and subscriber relationships.
   • Facilitates the transition from legacy distribution technology to modern IPTV services, creating new monetization opportunities.

5. Leadership Insights:

   • Pragash Pillai, CTO of Hotwire: Emphasizes the importance of capitalizing on new ad revenue opportunities while maintaining support for existing linear business through Cadent’s platform.
   • Tom McAdaragh, President of Midco: Highlights the enhanced video monetization and ad products that the partnership with Cadent will bring to Midco’s customers and affiliates.
   • Paul Ranger, SVP of Platform Sales at Cadent: Points to the mutual commitment to innovative ad products that the partnerships with Hotwire and Midco represent, especially as these MSOs transition to IPTV services.

The collaboration between Cadent and regional MSOs Hotwire, Midco, and Mediacom marks a significant advancement in the realm of addressable TV advertising. With the integration of Cadent's Aperture Ad Management solution, these companies are well-positioned to maximize their ad revenue and enhance their video services, paving the way for continued innovation and growth in the rapidly evolving TV advertising landscape.