Cadent and Google Cloud Join Forces to Deliver Data-Driven Intelligence, Boosting Campaign Performance

Cadent, the predictive advertising company known for bridging brands, publishers, and consumers across screens, has announced an expanded collaboration with Google Cloud. The partnership aims to bring advanced AI capabilities — including Google Cloud’s new Gemini Enterprise and Vertex AI – into Cadent’s advertising platform, promising dramatic gains in campaign performance, speed, and operational efficiency.

Under this new AI-powered operating model, Cadent has rebuilt its client-facing platform and developed custom AI agents capable of analysing thousands of campaigns, line items, targeting criteria and billions of data points simultaneously. The result: a claimed 200 percent increase in campaign resolution speed, a 35 percent rise in campaign return on ad spend (ROAS), and platform-issue resolution times shrinking to under 12 minutes.

Internally, Cadent has extended AI tools via Gemini Enterprise to about 600 employees. Within just 90 days of launch, 75 percent of the workforce adopted the AI tools, generating around 90,000 AI-agent interactions. That translated into a productivity boost — reportedly more than 3,000 employee hours saved, allowing teams to shift from manual, tactical tasks to strategic ones such as campaign planning, sales prospecting, and go-to-market (GTM) operations.

Also Read: LG Ad Solutions and Taboola Join Forces to Bring TV-Driven Performance to the Open Web

What This Means for the B2B Marketing & Advertising Industry

AI-Powered Advertising Becomes Business as Usual

For B2B marketers, agencies, and brands, this partnership is a big shift. AI is now moving from being an experiment to a must-have in advertising. Cadent’s success proves AI can handle big jobs, such as data processing and optimization. This lets teams concentrate on strategy, creativity, and important decisions. AI is becoming a bigger part of our work. Tasks that used to take hours or days can now be done in just minutes. This shift changes how we plan and expect campaign delivery.

Better Performance, Faster Outcomes — ROI Gains Matter

A 35% lift in ROAS and a 200% increase in campaign resolution — as reported by Cadent — are not trivial. For B2B advertisers operating on tight budgets or long sales cycles, such gains could tilt the balance of ROI calculation. With AI-driven precision targeting, optimization, and real-time adjustments, campaigns can be more efficient, more effective, and more scalable. This can make ad spend more predictable and justify higher investments in programmatic or converged media strategies (digital + CTV/TV).

Reduced Operational Overhead & Faster Go-To-Market

Traditionally, running complex, cross-screen, multi-line-item campaigns required significant manual effort – audience segmentation, bid-price adjustments, performance reviews, reporting, creative rotations, etc. AI automation reduces this burden considerably. According to Cadent, automated AI-driven workflows have freed up thousands of human hours for more value-adding tasks such as campaign strategy, creative ideation, and client management.

For agencies and marketing teams – especially those with limited resources – this lowers operational barriers and enables faster go-to-market. Smaller teams can now manage complex campaigns at scale, leveling the playing field.

Convergence of Media Channels – Digital, TV, CTV Become Unified

Cadent has long positioned itself as a platform bridging digital and TV/CTV inventory with predictive modelling. The integration with Google Cloud deepens that proposition: AI-driven intelligence and real-time optimization make cross-screen media buying more manageable and measurable, even for traditional advertisers who once avoided programmatic complexity.

For B2B companies — many of which rely on a mix of digital outreach, content marketing, and media buys — the ability to include TV/CTV in a unified, optimizable media strategy opens new possibilities for reach, brand-building, and multi-channel touchpoints.

Data-Driven Decision Making Becomes Standard

With AI-backed analysis across billions of data points, better audience segmentation, real-time performance feedback, and automated optimization, marketing strategies are likely to get more data-driven — not just in execution but in planning and forecasting. Marketers will increasingly use predictive insights to shape campaigns rather than rely on past performance or instinct.

This likely pushes the industry toward more sophisticated use of data, analytics, and AI — and away from manual, spreadsheet-based campaign management.

Broader Impacts & What Businesses Should Watch

• Acceleration of AI Adoption in AdTech: As success metrics like ROAS and speed improvements appear, more ad-tech platforms will likely integrate advanced AI to stay competitive. Expect a wave of AI-native ad platforms and services.
• Smaller Agencies and Mid-Market Brands Benefit: Automation cuts complexity and costs. Smaller agencies and mid-sized B2B brands can now use advanced programmatic and cross-screen tools. They can do this without needing a large upfront investment.
• Rise of Unified, Cross-Channel Campaigns: Now, you can manage digital, TV, CTV, and cross-screen inventory all from one platform. This will help media plans blend channels for better reach and impact.
• Demand for Data Infrastructure & Governance: With AI leading the way, managing data is key. We need clean audience data and must comply with privacy rules. Companies need strong data foundations to maximize benefits.
• Higher Expectations for Performance & Accountability: Data-driven AI tools set higher standards. Advertisers and clients want clear attribution, better ROI, and faster results. This puts pressure on teams to perform consistently.

Conclusion: A Turning Point for AI-Driven Advertising

The new partnership between Cadent and Google Cloud goes beyond a simple tech update. It marks a shift in how advertising is planned, executed, and optimized. For B2B marketers, agencies, and brands, it provides a strong blueprint: unify data, use AI for scale and efficiency, and focus human efforts on strategy and creativity.

As AI becomes part of ad-tech, we might see campaigns set up, optimized, and measured in real time. This will break the limits of manual work and channel silos. Early adopters of this change could gain a competitive edge in efficiency, ROI, and reach.