This week, TV advertising company Cadent announced that all of its SSP’s CTV supply paths are now direct, surpassing the 75% industry benchmark recommended by Jounce Media. Direct supply has been baked into Cadent’s SSP since the product three years ago, according to Brian Weigel, SVP of operations. Cadent had to onboard a range of publishers and supply-chain partners that first had to be vetted by Jounce. Cadent says these direct supply integrations help improve transparency and inventory quality, while cutting down on bid duplication, MFA and other wasteful or fraudulent placements. Plus, according to Cadent President Doug Rozen, going direct is a better way to reach more active audiences.