Cadent Launches Predictive Audience Builder
The launch also marks Cadent's expansion of its broader suite of predictive AI capabilities to help advertisers unlock more effective campaign performance.
Topics
Cadent, the predictive advertising company, has announced the launch of Predictive Audience Builder, the first self-service tool that lets advertisers build audiences from individual data signals rather than relying on pre-bundled segments.
As part of the Cadent Platform, media buyers can now directly select, exclude, and weight specific predictive signals, including geographic visitation, publisher visits, keyword behaviour, TV & CTV viewership, household demographics, and thousands more, that go into an audience segment.
The result is greater incremental reach across the open web, helping advertisers identify and activate high-value audiences that traditional targeting approaches often miss.
Most audience builders work from a fixed menu: pick an in-market segment, layer on demographic data, and then add on behavioural data. The signals beneath each segment are opaque, and buyers pay for the parts they don’t need.
ALSO READ: The Illusion of Efficiency: Why One-Platform Retargeting Isn’t Enough
Cadent’s Predictive Audience Builder inverts the model. Buyers see and choose the signals directly, build a custom predictive model around them, and tune the resulting audience with the same visibility they have over their own first-party data.
As the first platform to offer this level of control within a single workflow, Cadent’s Predictive Audience Builder enables advertisers to build unique predictive models and activate high-performance audiences based on what actually drives outcomes.
The launch also marks Cadent’s expansion of its broader suite of predictive AI capabilities to help advertisers unlock more effective campaign performance.
Cadent’s Predictive Audience Builder arrives against widening scrutiny on programmatic efficiency. Winterberry Group estimated that adtech taxes absorbed between a brand and publisher leave just $0.47 of every advertiser dollar for working media, and the ANA’s 2024 Programmatic Transparency Benchmark found that more than half of the delivered programmatic spend never reaches its intended audience. Much of that loss originates upstream, in how audiences are constructed.
Early campaigns built in Predictive Audience Builder have demonstrated the ability to drive significant business outcomes, delivering a 5x improvement in CPA for a leading QSR and a 4.6x behavioural lift for a top beverage brand.
“We know nearly 40% of open web impressions are effectively invisible to traditional ID-based targeting,” said Eoin Townsend, Chief Product & Technology Officer at Cadent. “Predictive Audience Builder changes that by combining our industry-leading, independent identity graph with real-time predictive AI.”
ALSO READ: Marketers are Moving from Experimentation to Execution: State of Martech 2026 Report
“It gives media buyers a ‘best-of-both-worlds’ approach to reach known audiences and uncover high-value ones beyond IDs. Now advertisers can extend incremental reach across the open web and activate opportunities that would otherwise go unseen.”
Elizabeth Crawford, Marketing and Media Strategist at McCoy’s Building Supply, said, “We are up against strong competitive spend, so we must be highly strategic in how we reach prospective customers. Cadent’s Predictive Audiences has helped us do just that.”
“When we tested them against third-party segments built from our own POS data, Cadent’s Predictive Audience outperformed those segments. This allowed us to simplify our approach, reduce unnecessary spend and focus on what’s actually driving results.”
