NEW YORK, Dec. 9, 2025 /PRNewswire/ — Cadent, a predictive advertising company and a portfolio company of Novacap, today announced that it has acquired VuePlanner, a leader in YouTube video ad planning, optimization, and measurement. With this acquisition, Cadent expands its capabilities, giving advertisers broader access to high-value video activation to attract any unique audience across any unique format—with a single, end-to-end platform.
“This acquisition strengthens Cadent’s commitment to building a truly unified platform that reflects today’s converged media landscape and changing consumption habits,” stated Nick Troiano, CEO of Cadent. “Cadent is the only platform that lets advertisers use YouTube’s premium creator inventory with linear and CTV, thanks to VuePlanner.” Advertisers may now use a Total Video approach to reach any audience in any format for the first time.
Cadent uses VuePlanner to tap into the world’s largest video platform and use contextual signals and sophisticated audience data to provide advertisers more value. More than 62% of US internet users watch YouTube every day. Cadent clients will now have access to one of the biggest ad networks on the market, which will make it easy to combine their YouTube budget and activations into one overall plan.
VuePlanner is a new media intelligence tool that uses a mix of AI and professional curation to make YouTube campaigns work better by accurately identifying content, grading its quality, using advanced predictive targeting, and being open about bids. VuePlanner is one of seven companies in the YouTube Measurement Program. It gives advertisers special access to scale high-intent environments, reach quality audiences, and validate results through independent measurement across premium YouTube content and creators. This makes it easier and more efficient for advertisers.
John Cobb is the co-founder and head of VuePlanner, which is based in New York. All of VuePlanner’s staff will work for Cadent, and Cobb will become the EVP and GM of Cadent VuePlanner.
“YouTube has become a premium destination for curated video, creating powerful new ways for brands to reach and engage audiences across every screen,” Cobb added. “In a world with multiple screens, it’s important to meet viewers where they watch. Now, Cadent makes it easy for advertisers to use YouTube as part of a larger Total Video strategy.
Cadent’s goal is still to develop the firm as a whole, increase its value, and make it bigger in 2025. Last month, the business said it was finishing the Upfront with double-digit growth because advertisers were using more convergent media. This summer, Cadent made its market-leading predictive advertising capabilities even better by combining its superior artificial intelligence (AI) and machine learning (ML) infrastructure on Google Cloud. This was in response to advertisers’ requests for faster and more reliable modeling, insights, and automation.
Cadent in a Nutshell
Through our predictive advertising technology, Cadent connects brands, publishers, and consumers 200 billion times a day. We use 22,000 AI-driven models to control results on all platforms, in all media, and at all stages of the customer’s experience. We link directly with hundreds of high-quality partners through a clear, consistent platform to get measurable advertising results on all screens.
About VuePlanner
VuePlanner is a top company for planning and improving video ads. It is also a member of the YouTube Measurement Program (YTMP). VuePlanner helps advertisers get the most out of their YouTube campaigns by offering full planning and optimization services. They also work closely with brands and their agencies to come up with unique solutions to the huge opportunity that exists for clear and brand-appropriate YouTube video ads.
What is Novacap?
Novacap is one of the most seasoned private equity firms in Canada and a top private equity investor in North America. Novacap was founded in 1981 to work with visionary entrepreneurs. It focuses on middle-market and lower-middle-market enterprises in four main areas: technologies, digital infrastructure, industries, and financial services. Novacap works with entrepreneurs and management teams by combining extensive knowledge of specific industries with strategic and operational excellence. The company has invested in more than 250 firms since it started, including as core and add-on investments. Novacap manages more than $10 billion in assets and has offices in Montreal, Toronto, and New York. The company speeds up wealth generation through strategic expansion initiatives and a strong focus on execution.
