In our latest Thought Leaders Circle video, Cadent’s Executive Vice President BD and GM Platform Direct, Tony Yi explains what the “ad tax” is and how Cadent is helping its clients to avoid it via their new Aperture MX SSP.

TONY YI: Cadent has just purchased an SSP.

We acquired the technology assets and it will be called Aperture MX.

We are already in the process of reacquiring and re-lighting up the inventory as well as re-lighting up the 30+ DSPs that were part of the prior company.

Aperture MX was added to the portfolio of Cadent technologies and Aperture technologies to reduce the ad tax.

Part of supply path optimization is making sure the dollar from the marketer maintains as much integrity as possible as it gets to the publisher.

So we now have the ability to look at DSP fees, SSP fees, data platform fees, and really collapse the “taxes” taken out of the marketplace to make those dollars as efficient as possible.

The other benefit of acquiring an SSP is that as you go from data planning to activation to measurement, typically you go from one ID pool to another ID pool. We estimate that there’s about 30 to 40 percent waste from hop to hop to hop.

Because we have Aperture Viewer Graph, which underpins the DSP, the SSP, as well as the entire Aperture Platform, you see very little degradation of those audience segments as you go from planning to activation to measurement.