Agencies and industry organizations directly post original announcements on Adweek Wire. Adweek does not review or edit these announcements.

MadHive and Katz Bring Scale, Transparency To Political Advertising With CTV Marketplace

The political offering will help advertisers execute local campaigns at national scale, with tools for audience identification, frequency capping, measurement, and attribution

MadHive, the enterprise software company that powers modern media, and Katz Media Group, the largest media representation company in America, today announced a partnership to bring scale, transparency, and privacy compliance to Connected TV (CTV) for political advertisers.

The joint offering will create the largest local CTV marketplace for political advertising, including inventory from MadHive’s local broadcast clients and more than 1,300 publishers and exclusive marketplaces from the Katz Digital Video portfolio. Katz will also provide managed services to execute and optimize campaigns across inventory sources enabling brands to custom target consumers at scale by platform and geography.

This partnership will provide the tools and expertise to advertisers for targeting, real-time optimization, sequential messaging, frequency control, incremental reach, and attribution against a variety of KPIs. Additionally, the neutral political offering will provide access to heat maps and tables across 400+ congressional districts, and an ecosystem of best-in-class data partners including TargetSmart, L2, and much more.

“In 2020, more than 25% of the broadcast political ad dollars were placed through Katz Media Group,” said Mark Gray, CEO of Katz Media Group. “This partnership will allow us to bring additional scale and inventory to the marketplace, while optimizing efficiency and neutrality by enabling advertisers to access billions of impressions from thousands of news organizations through one platform.”

"Every month we serve billions of local CTV impressions across all 210 DMAs," said Adam Helfgott, CEO at MadHive. “This uniquely positions us to identify local voters at national scale based on a variety of parameters including geography, demographic, interests, and political party. And with our network of direct partnerships, we can report ad placement at a granular level and measure things like website visits, email signups, and donations, all while ensuring consumer privacy.”

“Industry experts estimate Political Ad spending to exceed $9 billion in 2022, with CTV accounting for $1.5 billion as parties leverage the personalization capabilities and premium environment of digitally delivered TV,” said Doug Pfaff, President of Katz Digital Video.

Madhive is the leading technology company engineered for modern TV advertising.  Through its self-service platform, advertisers can seamlessly customize and automate the buying process into one operating system. This allows advertisers to plan, target, activate, and measure their campaigns with greater simplicity, accountability, reach, and control. Powered by an industry-leading bidder and device graph that processes 200 billion available impressions per day, Madhive delivers precise, brand-safe audience connections efficiently at scale. The company is trusted by over 80% of local content owners, creators and distributors, including FOX, Scripps and TEGNA’s Premion, as well as national agencies and brands, powering more than half a billion dollars in media across 12,000+ daily campaigns.  To learn more, visit http://madhive.com.