Cadent, a predictive advertising company backed by Novacap, has acquired VuePlanner, a firm specializing in YouTube video ad planning, optimization, and measurement.

With this acquisition, Cadent aims to strengthen its unified advertising platform, reflecting the changing media landscape and evolving viewer habits. Nick Troiano, CEO of Cadent, stated that the addition of VuePlanner makes Cadent the only platform where advertisers can access YouTube’s premium creator inventory alongside traditional TV and connected TV (CTV) options. This integration allows advertisers to adopt a comprehensive approach to video advertising across all formats.

VuePlanner’s technology leverages contextual signals and audience insights from YouTube, the world’s largest video platform, to enhance campaign value for advertisers. With over 62 percent of U.S. internet users visiting YouTube daily, Cadent clients will now be able to incorporate YouTube advertising into their overall media strategies more effectively.

As a media intelligence platform, VuePlanner improves YouTube campaign performance through:

• Precise content identification
• Quality scoring
• Advanced predictive targeting
• Pre-bid transparency

VuePlanner is also one of seven companies in the YouTube Measurement Program, providing advertisers with access to high-intent environments, quality audiences, and independent measurement across premium YouTube content and creators.

Based in New York, VuePlanner is led by co-founder John Cobb. All VuePlanner employees will join Cadent, with Cobb taking on the role of Executive Vice President and General Manager of Cadent VuePlanner. Cobb noted that YouTube has become a key platform for curated video, offering brands new ways to reach audiences across multiple screens. He emphasized that Cadent now enables advertisers to include YouTube in a broader, unified video strategy.

The financial details of the acquisition were not disclosed.

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