NEW YORK—Madhive has announced that the Fox Television Stations have joined its Live Sports Marketplace.

The agreement builds on an existing ad tech relationship. In February of 2024 the ad software platform launched a local CTV marketplace for political advertising with the Fox Television Stations as an early user.

With the new agreement, Fox Television Stations will leverage Madhive’s technology to give local advertisers access to its live sports inventory, including live NCAA college football games via FS1. The expanded sports solution is part of Fox’s FLX targeting platform.

“Starting with our exclusive local rights to the NFL on Fox, live sports have always been at the heart of the Fox Television Stations portfolio. We are excited to deliver this enhanced opportunity to local advertisers,” said Michael Page, senior vice president of digital sales at Fox Television Stations. “With FLX’s exclusive access to premium inventory and our advanced targeting capabilities, every local advertiser can now align with the biggest sporting moments in a cost-efficient and highly effective way.”

Madhive’s local-first marketplace gives every advertiser access to a single, turnkey solution that delivers sports advertising opportunities across more than 16 premium live sports products, including College Gameday, Monday Night Football, NFL, NBA, NHL, MLB, NCAA, and more. Madhive is also a Disney Live+ Certified partner.

“Live sports represent the pinnacle of engaged, appointment viewing, offering an exciting opportunity for local advertisers to reach fans in real time,” said Jim Wilson, president at Madhive. “Our Local Live Sports Marketplace, combined with our Fraud Free Guarantee, changes that equation—creating a single, trusted platform that unlocks access to the moments fans care about most. Together, these innovations level the playing field and empower local businesses to tap into the biggest moments in sports.”

Madhive also announced that it is integrating Maverick AI, the company's enterprise intelligence layer, into the platform. Maverick AI will harness content signals and behavioral learnings to enable local advertisers to effectively reach and engage sports fans, and simplify cross-channel campaign planning for live events by identifying the otherwise difficult-to-reach exclusive audiences who reliably tune in to live sports.

Fox Television Stations owns and operates 29 full power broadcast television stations in the U.S.

NEW YORK—Ad software platform Madhive has launched a local CTV marketplace for political advertising and has announced that as part of the launch it is partnering with Fox Television Stations, which will be using Madhive’s political offering.

“We are very excited to offer our FLX CTV product and our partnership with Madhive to the growing OTT political marketplace,” explained Michael Page, senior vice president of digital sales for Fox Television Stations. “Our ability to target every congressional district in the country using the combination of FLX’s scale and Madhive’s award-winning technology provides an excellent opportunity for campaigns of all sizes to target potential voters. Fox’s expertise in handling high-volume buys and the significant targeting capabilities of our FLX product in all 210 DMAs make us a must-use resource for nearly every race in the country.”

The 2024 election cycle is expected to hit a record $11 billion in advertising spend, with $7.5 billion on down-ballot races and $2.7 billion on the presidential election. Of that, $1.3 billion will be spent on CTV as candidates look to leverage the digital targeting capabilities in tandem with the sight, sound and motion of the most impactful screen in the home as a way to drive results at the polls, the companies said. 

Madhive’s platform already provides buyers with tools for planning, targeting, activation and measurement against a variety of full-funnel performance indicators, such as website visits, email signups, and donations, all while ensuring consumer privacy. The platform delivers 20,000+ campaigns daily, including political campaigns at all levels of office, from local sheriff, mayor, and state seats to presidential campaigns. 

By expanding into a purpose-built political offering, Madhive’s solution includes access to political data partners, such as Datatrust, TargetSmart, Experian and L2, as well as ACR segments specifically intended for political targeting. It also includes privacy-compliant first-party data onboarding, which enables customer data to be securely uploaded and activated within 24 hours. Madhive's pre-curated political supply product includes premium inventory from major programmers, OEMs, and streaming platforms to bolster national and local scale, the company reported. 

Additionally, Madhive's CTV planner tailors media plans for political campaigns by leveraging IAB categories to target publishers accepting political ads, providing a more realistic prediction of political campaign delivery. 

“Because we serve billions of local CTV impressions across all 210 DMAs, Madhive is uniquely positioned to identify local voters at national scale based on a variety of parameters including geography, demographic, interests and political party – all while ensuring consumer privacy. What’s more is we can go beyond DMAs and target by congressional district, which can be a less precise way to reach political constituents,” said Kristin Wnuk, senior vice president of sales at Madhive. “Additionally, our party-neutral political offering will provide AI-powered insights into performance and campaign clearing, which enables in-flight optimization based on outcomes from an ecosystem underpinned by best-in-class data partners.”

To learn more about Madhive’s Local CTV Marketplace for Political Advertising click here. 

NEW YORK & SAN FRANCISCO—MadHive, an advanced TV advertising solutions company, is partnering with Inscape, a provider of smart TV viewing data, to integrate Inscape’s glass level TV viewing data from more than 11 million smart TVs into MadHive’s proprietary AI advertising platform. The partnership is designed to offer broadcast networks the ability to sell linear advertising alongside-data enriched OTT inventory, as well as allow customers to plan, target, measure and optimize cross-platform linear and OTT campaigns in real-time.

MadHive says it currently provides linear to OTT reach extension, targeting and fraud detection in 95%+ of the DMAs across the United States, giving local broadcasters the ability to offer addressable advertising and enabling brands to reach local markets.

“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.”

MadHive also recently announced an integration with Premion, the OTT advertising arm of TV station group TEGNA.