MadHive,
the advanced TV advertising solutions company best known for delivering
evidence-based accountability with cryptography, today announced a
strategic relationship with Inscape,
the leading provider of smart TV viewing data. Integrating Inscape’s
glass level TV viewing data from more than 11 million smart TVs into
MadHive’s proprietary AI advertising platform enables broadcast networks
to sell linear advertising alongside data enriched OTT inventory, as
well as providing brands with the ability to easily plan, target,
measure and optimize cross-platform linear and OTT campaigns in
real-time.
MadHive is currently powering linear to OTT reach extension, targeting,
and fraud detection in 95%+ of the DM=As across the United States,
giving local broadcasters the ability to offer addressable advertising
and enabling brands to reach local markets. By incorporating Inscape’s
data, Madhive can now deliver the ability to plan, buy, and analyze OTT
performance against linear TV data, allowing true optimization across
screens at the local level, translating to significant incremental reach.
“OTT allows advertisers to leverage the precision targeting of digital
on the TV screen, but at the same time it’s also contributing yet
another platform to an already fragmented media landscape,” said Adam
Helfgott, CEO at MadHive. “This partnership enables advertisers to
holistically analyze cross-screen linear and OTT campaigns, while
calibrating audiences to drive real business outcomes.”
“Advertisers are increasingly looking to take advantage of optimized OTT
ad buys especially using local broadcaster inventory,” said Jodie
McAfee, SVP of Sales and Marketing at Inscape. “This deal brings
optimized cross-platform advertising to all local TV markets in the U.S.
regardless of what service provider a home uses to bring OTT into the
home”.
This partnership comes on the back of TEGNA’s Premion announcing
integration with MadHive, leveraging the advanced advertising company’s
full stack solution to generate better targeting for advertisers and
cryptographic proof for buy-side transactions. “OTT not only has the
capacity to extend an advertisers reach, but working with MadHive we are
able to measure a campaign’s impact on select business outcomes,” said
Jim Wilson, President of Premion.
About MadHive:
MadHive is an end-to-end advanced advertising solution for digital video
that leverages cryptography, blockchain, and AI to optimize business
outcomes and deliver evidence-based accountability. MadHive’s
next-generation advertising suite provides precision targeting, audience
verification, as well as the first OTT-first device graph and
cross-device attribution, while addressing the biggest threats to the
advertising industry — the issues of trust, transparency, fraud and
brand safety.
About Inscape:
Inscape is a TV intelligence company that captures highly accurate,
up-to-date viewing data from millions of smart TVs. The company is a
leading provider of automatic content recognition (ACR) technologies and
comprehensive cross-screen metrics. Inscape’s TV audience viewing data
is leveraged by OEMs, brands, agencies, networks, measurement companies,
DMPs and marketing technology platforms to power massive transformations
in the industry. Its glass-level insights bring a new level of speed,
transparency and actionability to the global TV market place. Founded in
2010 as TV Interactive Systems, Inc., the company operated as Cognitive
before being acquired by VIZIO. Inscape operates as a wholly-owned
subsidiary based in San Francisco, California.
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