MadHive, Inscape enable cross-platform planning, activation, attribution | Ad Tech | News | Rapid TV News
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Advanced TV advertising solutions firm MadHive has announced a strategic relationship with smart TV viewing data provider Inscape.

MadHive Adama 12June2019MadHive, best known for delivering evidence-based accountability with cryptography, will integrate Inscape’s glass level TV viewing data from more than 11 million smart TVs into its proprietary artificial intelligence advertising platform to enable broadcast networks to sell linear advertising alongside data enriched OTT inventory. It will also provide brands with the ability to plan, target, measure and optimise cross-platform linear and OTT campaigns in real-time.

MadHive is currently powering linear to OTT reach extension, targeting, and fraud detection in over 95% of the DMAs across the US. This it says will give local broadcasters the ability to offer addressable advertising and enabling brands to reach local markets. By incorporating Inscape’s data, Madhive believes that it can now deliver the ability to plan, buy, and analyse OTT performance against linear TV data, allowing true optimisation across screens at the local level, translating to significant incremental reach.

“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 MadHive CEO Adam Helfgott (pictured). “This partnership enables advertisers to holistically analyse cross-screen linear and OTT campaigns, while calibrating audiences to drive real business outcomes.”

“Advertisers are increasingly looking to take advantage of optimised OTT ad buys especially using local broadcaster inventory,” added Jodie McAfee, Inscape SVP of sales and marketing. “This deal brings optimized cross-platform advertising to all local TV markets in the US regardless of what service provider a home uses to bring OTT into the home.”