MadHive aims to usher new era of accountability in advertising | Ad Tech | News | Rapid TV News
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Cryptography and advertising technology provider Madhive has launched a suite of technologies designed to address what it feels are the biggest threats to the advertising industry: trust, transparency, fraud and brand safety.

Madhive Logo RedExplaining the rationale for its move, the company cites Juniper Research data estimating that fraud will cost the advertising industry more than $19 billion in 2019 and is expected to reach $44 billion by 2022.

The new MadHive cross-platform advertising technology stack suite of solutions uses proprietary tools to validate cryptographically and link data across the supply chain in a bid to help identify advertisers’ and publishers’ audiences, enable more precise targeting and verify ad delivery.

MadHive’s product suite also includes tools for media planning and buying, data management and matching, campaign and reporting. Advertisers will now have the ability to utilise the company’s full stack solution to generate better targeting for advertisers and create cryptographic proof for buy-side transactions.

These cryptographic proofs validate data and inventory. Madhive says that they can deliver transparency while reducing fraud, waste, and abuse, cutting intermediary costs from high double-digit percentages of every ad dollar, delivering more value for the publisher and advertiser. Paired with premium inventory acquisition from partners like Freewheel, Madhive says that these solutions result in ‘unprecedented’ campaign efficiencies and performance.

“Publishers, brands and agencies alike have been living in what we call the ‘guess economy’ – dealing with issues around brand safety, transparency and fraud,” explained Adam Helfgott, CEO at Madhive. “But that doesn’t have to be the case. Our technology is ushering in a new era – paving the way for the ‘evidence economy,’ where results can be trusted because they are legitimate - and mathematically proven. Advertisers have a right to expect the highest level of accountability and verifiable transparency. Our solution ensures advertisers are getting what they pay for, while providing greater trust and accuracy in all phases of audience targeting, media buying, campaign management and reporting.”