Madhive has reached an agreement with AdImpact to incorporate competitive advertising spending data into its platform, giving local television broadcasters and advertising agencies more information about where companies are spending money across traditional television and streaming.
In a press release last week, the companies said AdImpact’s advertising intelligence will be integrated into into Madhive’s Maverick AI platform, which is used to support local advertising sales, campaign planning and media buying.
AdImpact tracks advertising spending across broadcast television, cable and connected TV (CTV), with coverage spanning more than 41,000 ZIP codes and all 210 U.S. television markets.
The integration will allow Madhive customers to examine advertising spending and market share by advertiser, television network, station, streaming application and geographic market. Users will also be able to search advertising activity by brand, product and parent company.
Madhive said the information could help television station groups identify advertisers that are spending with competitors but have not purchased inventory through their own sales operations. Agencies and other media buyers will be able to use the data to compare advertising activity across television and streaming platforms.
“Local advertisers need more than just CTV inventory. They require true market intelligence to pinpoint growth opportunities and maximize their media investments,” Nicki Harkrider-Probey, Madhive’s Chief Revenue Officer, said in a statement.
The agreement expands the information available through Maverick AI, which already incorporates more than a decade of advertising campaign, market and industry data.
AdImpact, which initially focused on political advertising intelligence, monitors advertising activity across more than 3,500 broadcast and cable stations, over 400 streaming applications and devices and more than 40 million smart television screens.
The company said it processes more than 60 billion CTV advertising impressions each week and tracks more than 100,000 brands and advertisers, including over 54,000 local advertisers on streaming television.
“As ad dollars follow audiences to CTV, local advertisers need more than just reach, they need actionable intelligence on where their competitors are investing,” Don Norton, AdImpact’s General Manager of Data Solutions, said in a statement.
The partnership comes as broadcasters and advertising agencies seek to compete for local advertising budgets across traditional television and streaming, particularly as political campaigns increase spending ahead of the November midterm elections.
BIA Advisory Services projects that local advertising spending in the United States will reach $186.1 billion this year, with political advertising contributing to the overall market.
Madhive provides advertising sales and buying technology to local media companies, including Fox, E.W. Scripps and Hearst, as well as advertising agencies. The company says its platform supports more than 50,000 advertising campaigns for small and medium-sized businesses each day.
