MadHive And TransUnion Offer New Approach To Streaming TV Advertising

MadHive, an enterprise software company, today announced an alliance with TransUnion, a global consumer credit reporting company, to help advertisers “navigate identity challenges across household and individual-level activation. The combination sets a new standard for privacy-minded identity and precise audience reach at scale in streaming TV channels and beyond,” according to MadHive.

The partnership will bring interoperability between TransUnion’s TruAudience Identity — a solution suite to improve identifier and attribute accuracy, depth and coverage for better connectivity — and the MadHive platform. As a result, MadHive says, “clients will be able to better reach audiences across CTV, display and more while maximizing return on advertising investment and transparency. This will also enable publishers to optimize the monetization of their premium TV by preserving the value exchange of relevant advertising.”

The integration builds on MadHive’s proprietary CTV device graph and data marketplace, which consists of first-party and third-party privacy-conscious data incorporated through premium publisher relationships. MadHive says its partner system enables expanded targeting and attribution capabilities, including KPIs such as brand awareness, purchase intent, site conversion, offline sales lift, foot traffic, and more.

In addition to powering more precise targeting and long-term durability against the deprecation of cookies through this alliance, MadHive says its purpose-built TV advertising technology “equips advertisers with features for real-time optimization, sequential messaging, frequency control, incremental reach, and attribution across connected TV, digital video, display and more.”

Luc Dumont, MadHive SVP of business development, says: “The foundation of MadHive’s ability to accurately connect the dots for advertisers rests on our device graph purpose-built for modern, programmatic TV. With this partnership, advertisers will be able to bridge the gap between household-level and individual-level digital buying, which continues to be a challenge for linear TV.”

Matt Spiegel, TransUnion EVP, media and entertainment vertical, says: “MadHive has become one of the most trusted CTV activation players in the space. By leveraging TruAudience Identity solutions, MadHive combines rich, local audience data with other first and third-party demographic and behavioral data across tens of millions of connected homes to supply marketers with greater audience precision in their campaigns.”

MadHive’s expanded CTV device graph is currently powering TV-anchored, full-funnel campaigns for brand and broadcast clients.

MadHive’s infrastructure-as-a-service also currently powers TV advertising and local reach extension efforts for broadcasters including Fox, Scripps and local affiliates.