Cadent Partners With Tunnl To Launch Audiences For Advanced TV Advertising

Cadent, an independent platform for advanced TV advertising, has set a new partnership with Tunnl, a data intelligence platform that powers advertisers’ purpose-driven marketing, brand reputation, and issue advocacy campaigns. The partnership will build on Cadent’s current offering, Aperture Audience Data Marketplace, by bringing Tunnl audiences to Cadent’s customers.

Tunnl audiences are built from monthly, national, large-sample surveys paired with a proprietary data library based on 20+ years of intelligence. The granularity of Tunnl audiences allows for uniquely effective targeting across multiple verticals like “brand,” “political,” “public affairs,” and “corporate advocacy” within Cadent Aperture Audience Data Marketplace.

“As the TV ecosystem becomes increasingly fragmented and complex, marketers need solutions to reach their target audience across screens and devices,” said Eoin Townsend, chief product officer at Cadent. “Through our partnership with Tunnl, we further our mission in helping brands engage the right consumers in a scalable, privacy-compliant manner.”

In addition to Aperture Audience Data Marketplace, Cadent Aperture Viewer Graph enables advertisers to reach Tunnl’s audiences across linear and OTT to drive incremental, deduplicated reach. Aperture Viewer Graph allows marketers to unify audiences across the TV ecosystem, empowering them to target their specific high-value audiences and measure outcomes using any third-party partner.

This is especially important in 2022, when political campaign ad dollars are projected to reach $6.2 billion, driving an increased interest in data that taps into key voting audiences.

“This integration closely connects Cadent Aperture Platform users with Tunnl’s audiences at a time when OTT and CTV are increasingly important ways for advertisers to reach their buyers,” says Sara Fagen, Tunnl chief executive officer. “We see significant opportunity for advertisers to benefit from Tunnl’s partnership with Cadent as we continue to focus on connecting audiences with people’s TV viewership habits.”

Cadent’s partnership with Tunnl is a timely solution for advertisers combatting ever-increasing media fragmentation among their target markets. With Tunnl’s laser-focused audiences, advertisers — especially those in the political and issue advocacy realms — ensure their messages reach the right people, maximizing investment, impact, and results this year and beyond.