MadHive, Inscape Partner On OTT

MadHive, the advanced TV advertising solutions company best known for delivering evidence-based accountability with cryptography, today announced a strategic relationship with Inscape, a provider of smart TV viewing data.

Integrating Inscape’s glass level TV viewing data from more than 11 million smart TVs into MadHive’s proprietary AI advertising platform enables broadcast networks to sell linear advertising alongside data enriched OTT inventory, as well as providing brands with the ability to easily plan, target, measure and optimize 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 United States, giving local broadcasters the ability to offer addressable advertising and enabling brands to reach local markets.

By incorporating Inscape’s data, Madhive can now deliver the ability to plan, buy and analyze OTT performance against linear TV data, allowing true optimization 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 Adam Helfgott, CEO of MadHive. “This partnership enables advertisers to holistically analyze cross-screen linear and OTT campaigns, while calibrating audiences to drive real business outcomes.”

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

This partnership comes on the back of Tegna’s Premion announcing integration with MadHive, leveraging the advanced advertising company’s full stack solution to generate better targeting for advertisers and cryptographic proof for buy-side transactions.

“OTT not only has the capacity to extend an advertiser’s reach, but working with MadHive we are able to measure a campaign’s impact on select business outcomes,” said Jim Wilson, president of Premion.