There’s no denying that addressable advertising is going to play an integral role in the future of TV, but there are still some problems that need to be addressed (no pun intended). And at the top of the list, is scale.

TVREV sat down with Rachel Herbstman, VP of Platform Analytics at Cadent, to understand how the advanced TV solutions company is tackling the issue by partnering with MVPDs and the supply side to get a holistic view of the ecosystem.

How Cadent Is Approaching Addressable

Here’s the interview transcript.

Rachel Herbstman: Basically, the forefront of our entire business has been holistic approach. We have the mass scale and the partnerships with the MVPDs and the supply side that allows us to see addressability for everything it could be versus just one system or one platform or one media tactic.

Being able to understand the entire landscape has been both a challenge and an awesome opportunity and a learning approach for us over the years.