Cadent Buys VuePlanner, Expands Total Video Capabilities Across YouTube and CTV
Cadent, the predictive advertising platform known for its leadership in cross-screen advertising, announced a significant expansion today with the acquisition of VuePlanner, a company recognized for innovation in YouTube advertising, campaign optimization, and independent measurement. The acquisition strengthens Cadent’s positioning as a converged media platform capable of delivering a single, unified workflow for advertisers across linear TV, CTV advertising, and YouTube’s premium creator ecosystem.
The move comes at a pivotal moment for agencies and brands navigating a complex media ecosystem where cross-screen media strategies have become essential. Viewers increasingly shift between traditional TV, streaming environments, and creator-driven video, prompting advertisers to rethink how they plan, optimize, and measure campaigns across formats.
Expanding Into the World’s Largest Video Ecosystem
With VuePlanner, Cadent gains deeper access to the world of YouTube ad planning, a channel where more than 62% of U.S. internet users watch content daily. The integration should enable brands to incorporate YouTube’s massive reach and premium video inventory into a cohesive Total Video strategy alongside CTV and linear TV buys.
“This acquisition fortifies Cadent’s commitment to building a truly unified platform that reflects today’s converged media landscape and evolving consumption habits,” said Nick Troiano, CEO of Cadent.
In conversation with Street Fight, Troiano further added that the deal represents a foundational shift in how brands can bring together the full spectrum of video environments:
“YouTube has become one of the most influential storytelling platforms in the world, and advertisers need a unified way to reach audiences wherever they’re watching. With VuePlanner, we’re redefining what Total Video means—bringing together linear, CTV, and YouTube with the precision, transparency, and intelligence that modern marketers expect. This is a transformational step in building the most complete video activation platform in the industry.” – Nick Troiano, Cadent
The ability to unify YouTube, CTV, and linear advertising within a single system offers a simplified workflow for agencies accustomed to managing fragmented tools and disparate measurement frameworks.
VuePlanner’s Technology Strengthens Cadent’s Predictive Engine
VuePlanner’s platform is known for improving YouTube advertising optimization through a combination of AI-driven contextual analysis, predictive modeling, and human curation. Its capabilities, such as content identification, quality scoring, and pre-bid transparency, support more efficient, privacy-safe AI-powered media buying.
The company is one of only seven officially recognized partners in the YouTube Measurement Program, giving advertisers validated insight into performance across top creator content.
“YouTube has become a premium destination for curated video, creating powerful new ways for brands to reach and engage audiences across every screen,” said John Cobb, co-founder of VuePlanner and newly appointed EVP & GM, Cadent VuePlanner.
VuePlanner’s full team will join Cadent’s operations, supporting an integrated roadmap focused on predictive advertising solutions that improve performance across all video environments.
Strengthening Cadent’s Predictive Advertising Platform
This acquisition follows a year of accelerated growth for Cadent. The company recently reported double-digit gains, driven largely by advertisers increasing investment in converged media and cross-screen activation. Earlier in 2025, Cadent unified its advanced AI and ML infrastructure on Google Cloud, allowing for faster modeling, stronger insights, and more robust automation.
With VuePlanner’s intelligence layered onto Cadent’s existing systems, advertisers can now benefit from:
- Seamless planning across linear TV, CTV, and YouTube advertising
- Unified measurement across the full Total Video landscape
- Greater access to contextual and behavioral insights
- Integrated workflows that reduce operational complexity
- Stronger predictive models for video ad optimization
For agencies seeking ways to improve efficiency, reduce fragmentation, and deliver higher-quality cross-screen media strategies, Cadent’s enhanced platform provides a measurable competitive advantage.
A Meaningful Shift in Video Advertising Strategy
The acquisition signals a broader trend: as consumption habits diversify, advertisers increasingly demand tools that reflect a screen-agnostic world. The future of media buying lies in platforms that can merge CTV advertising, linear television, and YouTube’s massive creator ecosystem into a single, adaptable system.
By integrating VuePlanner, Cadent becomes one of the few companies capable of delivering unified video activation at scale … bringing together predictive intelligence, contextual relevance, and premium inventory in a single, end-to-end platform.
For an industry quickly moving toward screen-agnostic strategies, today’s announcement signals that the next frontier isn’t just reaching audiences everywhere (they already are everywhere), but doing so with coordinated intelligence, contextual precision, and operational simplicity.
