Cadent Acquires YouTube Innovator VuePlanner to Redefine Total Video Activation

With VuePlanner, Cadent enables advertisers to engage audiences across all screens as part of a
Total Video strategy, unified across linear, CTV and YouTube.

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 inventory to attract any unique audience across any unique format—with a single, end-to-end platform. 

"This acquisition fortifies Cadent's commitment to building a truly unified platform, one that reflects today's converged media landscape and evolving consumption habits," said Nick Troiano, CEO, Cadent. "With VuePlanner, Cadent is the only platform that enables advertisers to activate YouTube's premium creator inventory alongside linear and CTV. Now, for the first time, advertisers can take a Total Video approach to engaging any audience across any format." 

With VuePlanner, Cadent taps into the world's biggest video platform, harnessing contextual signals and powerful audience intelligence to deliver greater value for advertisers. With over 62% of US internet users using YouTube daily, Cadent clients will now have access to one of the biggest ad ecosystems on the market, seamlessly integrating YouTube budget and activations into one total strategy.

VuePlanner is an innovative media intelligence platform—powered by a blend of AI and expert curation—that improves YouTube campaign performance through precise content identification, quality scoring, advanced predictive targeting, and pre-bid transparency. As one of seven companies in the YouTube Measurement Program, VuePlanner gives advertisers privileged access to scale high-intent environments, reach quality audiences, and validate results through independent measurement across premium YouTube content and creators—delivering differentiated ease and efficiency. 

Headquartered in New York, VuePlanner is led by co-founder John Cobb. All VuePlanner employees will be integrated into Cadent's operations, with Cobb joining as EVP & GM, 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," said Cobb. "In a multiscreen world, meeting viewers where they watch is critical. Now, Cadent enables advertisers to seamlessly activate YouTube within a broader Total Video strategy." 

This acquisition continues Cadent's focus on overall company growth, valuation and market scale in 2025. Last month, the company announced closing the Upfront with double-digit growth, driven by advertisers leaning further on converged media. This summer, Cadent expanded its market-leading predictive advertising capabilities by unifying its advanced artificial intelligence (AI) and machine learning (ML) infrastructure on Google Cloud, delivering on advertisers' asks for faster and more robust modeling, insights, and automation.

About Cadent
Every day, Cadent ignites 200 billion connections between brands, publishers, and consumers through our predictive advertising platform. With 22,000 AI-driven models, we orchestrate outcomes on all platforms consumers are on, across all media they consume, and at all stages of their journey. With a transparent, unified platform, we connect directly with hundreds of premium partners to drive measurable advertising outcomes across all screens. Learn more at www.Cadent.com. 

About VuePlanner 
VuePlanner is a leader in video ad planning and optimization and a member of the YouTube Measurement Program (YTMP). VuePlanner specializes in helping advertisers maximize the impact and efficiency of their YouTube campaigns through comprehensive planning and optimization services and works closely with brands and their agencies to uniquely solve the massive opportunity around transparent and brand suitable YouTube video advertising. Learn more at https://www.vueplanner.com.

About Novacap
Novacap is a leading North American private equity investor and one of Canada's most experienced private equity firms. Founded in 1981 to partner with visionary entrepreneurs, Novacap focuses on middle market and lower-middle market companies in four core sectors: Technologies, Digital Infrastructure, Industries and Financial Services. Novacap combines deep sector specific expertise and strategic and operational excellence to partner with entrepreneurs and management teams. Since its inception, the firm has made primary and add-on investments in more than 250 companies. With over US $10 billion in assets under management and a presence across offices in Montreal, Toronto, and New York, Novacap accelerates value creation through strategic growth initiatives and a strong focus on execution. For more information, please visit www.novacapcorp.com. 

SOURCE Cadent