Madhive, the leading technology company for local Connected Television advertising (“CTV”), announced a definitive agreement to acquire Frequence Inc, the premier omnichannel ad sales enablement and workflow software for local media companies and agencies. This strategic acquisition unites two innovators in local digital advertising, creating a scaled and streamlined platform for national, regional, and local advertisers to deliver precise, geo-targeted messages across streaming TV, search, online video, display, audio, out-of-home, and social.
Madhive, known for its outcome-driven local CTV and premium digital video and proprietary data and platform solutions, powers hundreds of millions in media spend for major media companies like Fox, Tegna, Scripps, Katz, and agencies like Lifebrands. Its full-stack CTV platform includes an in-house bidder, device graph, and real-time optimization engine, managing 20,000+ daily campaigns across 210 DMAs.
Frequence’s workflow software and media services enable local media companies like Spectrum Reach, Hearst and Beasley to sell, manage and execute omni-channel digital marketing campaigns for their local advertising customers. Through its end-to-end, highly configurable solution, Frequence seamlessly integrates with owned & operated media and automates key ad operations and workflows, driving sales efficiency and revenue growth for their clients.
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The combined company will offer a client first, streamlined and integrated platform featuring end-to-end planning, creative production, activation, measurement. Frequence’s planning capabilities will seamlessly integrate with Madhive’s platform, automating campaign workflows across proposals, reporting, and analytics. Together, Madhive and Frequence will serve the majority of the local media market, with over 30,000 advertisers running campaigns with the technology every day.
As a result of this announcement, Madhive’s enterprise clients will have access to new channels beyond CTV and digital video including display, OOH, audio and more. Frequence customers will benefit from Madhive’s best-in-class CTV capabilities, driving stronger performance for advertisers in their largest and fastest-growing channel.
The offering will also open up new opportunities for independent agencies and media holding companies, providing a unified platform to reach niche, local audiences at national scale. The cross-channel capabilities will enable buyers to take a full-funnel approach, optimizing for reach and frequency while driving outcomes such as website visitation, purchases, foot traffic and more.
SOURCE: BusinessWire