Hudson MX Lands $10M Ascential Investment

Hudson MX, an advertising technology business providing media buying and media accounting solutions globally through a cloud-based SaaS platform, announced that Ascential plc, a specialist information, data and analytics company, has taken a minority stake in the company with an investment of $10 million.

The two companies will work together as Hudson MX launches the private beta version of a cloud-based cross-platform media buying and media accounting system.

According to Hudson MX, the version, “already proven at scale in use with the top 15 agencies in the U.S. in local television and radio,” the company is building off of its successful proof of concept with the introduction of buying solutions for all media types and media accounting.

Duncan Painter, CEO of Ascential, said: “As the media landscape becomes increasingly fragmented, integrated media plans are in need of agile systems that talk to each other, as well as to other parties. Having witnessed the creativity roadblocks caused by rigid, regionally restricted technology, we are proud to be investing in software that empowers the advertising agency of tomorrow to win in the digital-driven world.”

J.T. Batson, CEO of Hudson MX, said: “Duncan and his team at Ascential understand the role that innovation plays in profitability and they remain committed to the long-term health of the agency ecosystem. This investment ensures that Hudson MX has the resources to solve agencies’ needs at scale. We are honored by their belief in us and we couldn’t ask for a better partner.”

Painter added: “We learned about Hudson MX in our conversations with the executives of the large holding companies when it was referenced as one of the few technology companies focused on solving their business needs at scale. We are excited to help agencies bring that benefit to life through this investment in Hudson MX.”

Hudson MX has created a suite of modern, connected solutions for agencies, media professionals and their commercial partners. These custom unbundled platforms can be used together or separately to streamline and enhance all media buying and accounting workflows for any market:

• Configurability for any type of media, order, market or currency.
• Robust, intuitive solutions that empower all types of media professionals.
• AgencyCloud suite of open APIs for agency vendors, sellers and other partners.

Batson concluded: “This private beta is a big day for Hudson MX and our customers. Thanks to our deep relationships throughout the industry, we have come to understand what tools are needed for the next age of advertising, and we are excited to have a highly accomplished and knowledgeable group of partners on board with us as we enter private beta.”