Cadent, the predictive advertising company, has announced the launch of advanced supply category targeting within the Cadent Ad Manager, reinforcing its commitment to open, transparent, and high-quality digital supply. By integrating Jounce’s supply categories with bid-stream data, advertisers now have the ability to control supply categories directly in the Cadent Ad Manager. This integration creates a seamless, user-friendly experience that enhances programmatic ad buying across multiple screens. Additionally, this targeted inventory is available on the Cadent Inventory Manager, enabling users to access brand-safe, supply-path-category-targeted inventory across the entire Cadent Platform.

Through this expansion, Cadent offers advertisers advanced targeting and anti-targeting capabilities across supply categories such as Premium Direct, Premium Intermediary, Cheap Reach, Multi-Hop Reselling, and Made for Advertising. This move strengthens Cadent’s comprehensive approach to Supply Path Optimization (SPO) and inventory quality.

“Cadent is committed to delivering innovative solutions that give our customers more control and transparency in their advertising strategies,” said Eoin Townsend, Chief Product & Technology Officer at Cadent. “This expanded partnership with Jounce Media is a perfect example. As one of the first DSPs to introduce Advanced Supply Category targeting, we are providing advertisers with more precise control over their inventory choices. This not only helps advertisers maximize their ROI but also strengthens Cadent’s industry-leading SPO approach.”

Key elements of Cadent’s approach include:

  • Hand-Vetted Platform-Wide Approved List: A curated publisher list prioritizing high-quality inventory over clickbait, focused on delivering measurable advertiser value rather than vanity AdTech metrics.
  • Machine Learning Anti-Fraud and Viewability Models: Infrastructure that detects fraud before impressions are served.
  • Cost-Saving Measures: Throttling away from impressions with excessive resellers and avoiding “cheap reach” or “multi-hop” resold inventory.
  • Direct Connections: Access to 150+ brand-safe publishers across linear, CTV, OLV, and display, unifying silos to deliver transparent omnichannel campaigns that drive brand growth.

“Media buyers need ad tech partners that can take the complexity out of the programmatic supply chain and make it easy to transact through the highest efficiency supply chains,” said Chris Kane, President at Jounce Media. “Cadent’s ongoing commitment to transparency, high-quality inventory, and efficiency ensures advertisers can optimize spend and deliver results. Through our partnership, we are pushing the boundaries and setting new standards for more effective advertising.”

Brand safety, transparency, and fraud remain persistent challenges in the programmatic space, as highlighted by a 2024 Adalytics report showing major brands appearing alongside unethical or unsafe content. The expanded Cadent–Jounce partnership enables advertisers to unify inventory sources, shed light on opaque supply chains, and maintain strict brand safety standards. With advanced supply category targeting, advertisers can safeguard both their brand reputation and media investments by selecting only suitable inventory while excluding unsuitable sources.

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