Ad Intelligence Deal for Madhive, AdImpact

Local performance ad platform Madhive has announced a partnership with AdImpact, bringing competitive spend data to local media buyers and sellers across both linear and connected television (CTV), Benefits include the ability to drive incremental reach and target new audiences.

Madhive collects hyperlocal data and insights to help clients buy and sell media, and measure outcomes. Its platform covers the full campaign lifecycle from proposal generation and planning to real-time optimization and measurement. Its partner AdImpact was founded in 2014 as a source of political advertising data, and now uses proprietary technology to track ads across more than 3,500 broadcast and cable stations, 400+ streaming apps and devices, and 40 million+ smart TV screens in all 210 US markets, to give brands, agencies and media companies a complete view of local and national TV advertising across media. Its AdImpact Platform includes AdMo+ for political advertising and Ask AdImpact, a natural-language AI assistant.

The firms say integrating AdImpact's data into Madhive's proprietary local intelligence layer, Maverick AI, will allow media sellers and buyers in categories like automotive and political advertising greater visibility into competitive activity, with the ability to spot gaps and identify where further investment is justified, particularly relevant amid the influx of political advertising dollars ahead of the 2026 midterm elections.

Nicki Harkrider-Probey (pictured), Chief Revenue Officer at Madhive says the actionable data the partnership will provide will empower client teams to 'uncover untapped revenue streams, optimize cross-channel planning and buying, and execute higher-performing campaign strategies across both linear and streaming.'

Don Norton, GM Data Solutions at AdImpact, comments: 'As ad dollars follow audiences to CTV, local advertisers need more than just reach, they need actionable intelligence on where their competitors are investing. By bringing our competitive spend data to Madhive's broadcaster and agency partners, we're putting sharper planning and buying intelligence in the hands of the teams making local media decisions every day.

Web sites: www.adimpact.com and www.madhive.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.