Cadent, a leading predictive advertising company and Novacap portfolio company, has acquired VuePlanner, the premier YouTube video ad planning, optimization, and measurement platform. The acquisition creates the industry’s first unified solution that enables advertisers to plan, activate, and measure YouTube premium creator inventory alongside linear TV and connected TV (CTV) within a single end-to-end platform.
With over 62% of U.S. internet users on YouTube daily, the platform has become a premium video destination. VuePlanner’s AI-powered intelligence, combined with privileged YouTube Measurement Program access, delivers precise content identification, predictive targeting, and independent performance validation across creator and premium inventory.
"This acquisition fortifies Cadent's commitment to building a truly unified platform, one that reflects today's converged media landscape and evolving consumption habits," said Nick Troiano, CEO, Cadent. "With VuePlanner, Cadent is the only platform that enables advertisers to activate YouTube's premium creator inventory alongside linear and CTV. Now, for the first time, advertisers can take a Total Video approach to engaging any audience across any format."
"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. "In a multiscreen world, meeting viewers where they watch is critical. Now, Cadent enables advertisers to seamlessly activate YouTube within a broader Total Video strategy."
The move strengthens Cadent’s 2025 growth trajectory following double-digit Upfront gains and the recent unification of its AI and machine learning infrastructure on Google Cloud for faster modeling and automation.
Every day, Cadent ignites 200 billion connections between brands, publishers, and consumers through our predictive advertising platform. With 22,000 AI-driven models, we orchestrate outcomes on all platforms consumers are on, across all media they consume, and at all stages of their journey. With a transparent, unified platform, we connect directly with hundreds of premium partners to drive measurable advertising outcomes across all screens. Learn more at www.Cadent.com.
VuePlanner is a leader in video ad planning and optimization and a member of the YouTube Measurement Program (YTMP). VuePlanner specializes in helping advertisers maximize the impact and efficiency of their YouTube campaigns through comprehensive planning and optimization services and works closely with brands and their agencies to uniquely solve the massive opportunity around transparent and brand suitable YouTube video advertising. Learn more at https://www.vueplanner.com.
Novacap is a leading North American private equity investor and one of Canada's most experienced private equity firms. Founded in 1981 to partner with visionary entrepreneurs, Novacap focuses on middle market and lower-middle market companies in four core sectors: Technologies, Digital Infrastructure, Industries and Financial Services. Novacap combines deep sector specific expertise and strategic and operational excellence to partner with entrepreneurs and management teams. Since its inception, the firm has made primary and add-on investments in more than 250 companies. With over US $10 billion in assets under management and a presence across offices in Montreal, Toronto, and New York, Novacap accelerates value creation through strategic growth initiatives and a strong focus on execution.
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