Key Points
- Cadent said all CTV supply paths on its SSP are fully direct, as validated by Jounce Media.
- Cadent Inventory Manager limits access to approved, direct CTV partners to prevent reselling and fraud.
- The platform processes about 200 billion impressions daily and reaches over 125 million households.
Cadent said it has achieved full directness across its connected TV supply, positioning its supply-side platform as an outlier in a programmatic marketplace where indirect paths remain common.
The predictive advertising company said one hundred percent of its SSP’s CTV supply paths are direct, a claim validated by Jounce Media, which classified Cadent’s CTV inventory as fully direct. Cadent said this compares favorably with an industry benchmark of seventy five percent direct supply.
According to the company, its Cadent Inventory Manager applies a strict onboarding process that only allows CTV partners classified by Jounce as direct paths to premium inventory. The SSP also limits CTV providers to an approved list of bundle IDs, a step Cadent said is designed to prevent inventory reselling and protect advertisers from opaque supply chains.
“When a growth channel like CTV scales, continual vetting of inventory provenance becomes critical to the health of the industry,” said Chris Kane, Founder of Jounce Media. “Our data clearly demonstrates Cadent’s commitment to sourcing CTV inventory that allows media buyers to deploy programmatic investments with the utmost confidence.”
Cadent framed the announcement against a rapidly expanding CTV marketplace. CTV ad spending is forecast to reach $55 billion by 2027, according to eMarketer. As spending increases, Cadent and other industry participants have emphasized the importance of transparent buying paths to reduce fees, limit fraud and avoid low-quality placements.
Advertisers working with Cadent highlighted the operational impact of those controls. “Cadent enables us to seamlessly plan, buy, and optimize CTV investments across premium suppliers within a single, end-to-end platform,” said Karla Esquivel, Director of Programmatic at Moroch Digital Solutions. She added that the platform’s reporting tools provide the transparency needed to protect inventory quality, adjust campaigns quickly and reduce media waste and operational inefficiencies.
Cadent said its Inventory Manager, available through the unified Cadent Platform, operates with direct supply paths, no duplication of supply, zero MFA and no auction manipulation. The company said it has partnered closely with Jounce to identify the most direct connections with content owners and CTV platforms, including OEMs, FAST services and virtual MVPDs, and to integrate those paths directly into the platform.
“Cadent is reducing advertising friction with the most direct and transparent connections,” said Doug Rozen, President of Cadent. “Our continued commitment to setting the highest standards ensures advertisers have premium CTV at great value to deliver the best outcomes.”
The company said its AI-native platform processes roughly 200 billion impression opportunities each day and connects advertisers to more than 125 million households and 1.8 billion devices. Cadent works with publishers including DIRECTV Advertising, DISH Media and LG Ad Solutions, and added more than 50 new publisher partners in 2025. Cadent also said its Total Video offering has expanded to include YouTube following its acquisition of VuePlanner.
