NEW YORK -- Cadent (www.cadent.tv), the leading platform provider for advanced and addressable TV advertising, today announced it has been selected to deliver an addressable TV advertising platform for Liberty Global, the world’s largest international TV and broadband company.

Cadent Advanced TV Platform will provide Liberty Global with an open advanced advertising framework capable of supporting multiple workflows from broadcasters and content providers. Cadent’s cloud-based platform will enable Liberty Global to deliver different targeted ads to households during the same program on behalf of broadcasters and content providers. The platform is designed to improve ad relevance and improve executional efficiency.

Liberty Global subsidiary Virgin Media in the UK will be the first to deploy the new platform. As announced last year, Sky is the first broadcaster to partner with Liberty Global on a joint addressable advertising initiative. Cadent’s platform has open APIs that can integrate with third-party advanced advertising systems – including Sky’s AdSmart platform – to deliver targeted advertising across Liberty Global’s footprint. Cadent have previously worked with Liberty Global to launch addressable advertising around video on demand content in the UK.

Addressable advertising delivers significant benefits to consumers given they see ads that are relevant to them for products that they’re more likely to be interested in purchasing. Meanwhile, addressable advertising also allows partners and advertisers to utilize targeting capabilities that have up to now been confined to digital advertising, with the significant advantage of the reach of major distribution platforms such as Virgin Media.

Liberty Global Inc. (Nasdaq: LBTY)

Cadent