Gray Media has entered into a strategic partnership with advertising technology company Madhive, expanding the broadcaster’s capabilities in audience targeting, campaign management and advertising measurement.
The agreement announced this week gives Gray Media access to Madhive’s advertising platform and artificial intelligence (AI) tools as the broadcaster’s stations seek to enhance their offerings to local businesses, agencies and political advertisers.
Gray Media said the partnership is designed to improve campaign planning, activation, optimization and measurement while streamlining advertising workflows. The companies did not disclose financial terms of the agreement. The Measure was the first to report on the deal.
“At Gray, we’ve built our business on a commitment to innovation and collaboration,” said Mike Braun, the Chief Digital Officer of Gray Media. “Partnering with Madhive aligns with our vision for the future of local media, providing the technology and insights needed to drive smarter planning, greater efficiency, and stronger outcomes.”
Gray Media will have access to Madhive’s end-to-end advertising platform, including campaign automation tools, audience intelligence products and inventory across streaming and connected TV services.
A key component of the agreement is Gray’s adoption of Maverick AI, Madhive’s artificial intelligence platform. The system uses historical campaign performance data and audience insights to assist with campaign planning, execution and reporting. Gray will also gain access to Madhive’s audience data products, including voter and political audience information sourced through partnerships with firms such as L2, Tunnl, Data Trust and TargetSmart.
“Gray Media’s trusted local brands and deep regional relationships are prime examples of the critical role local media plays in our communities,” said Jim Wilson, the Chief Executive Officer of Madhive. “With the right technology, that trusted connection to communities is what ultimately drives outcomes for advertisers.”
The partnership comes as broadcasters continue investing in technology platforms that allow local advertisers to access targeting and measurement tools that have traditionally been associated with national digital advertising campaigns.
Madhive said its technology is designed specifically for the operational needs of local advertising businesses, allowing broadcasters and agencies to manage large numbers of campaigns simultaneously while improving efficiency and reporting. The company currently provides advertising technology to broadcasters, agencies and media organizations across the country, supporting campaign sales, execution and optimization through a combination of automation, audience data and artificial intelligence.
