MadHive And Katz Media Group Unveil Political Ad CTV Marketplace
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 companies say this 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 more than 400 congressional districts, and best-in-class data partners including TargetSmart and L2, and much more.
“In 2020, more than 25% of the broadcast political ad dollars were placed through Katz Media Group,” said Mark Gray, Katz Media Group CEO. “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, MadHive CEO. “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.”
BRAND CONNECTIONS
Doug Pfaff, Katz Digital Video president, said: “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.”
Comments (1)
Former Producer says:
June 15, 2022 at 3:53 pm
Did somebody on the TVNewsCheck staff write this, as the byline implies, or is this just a copy-and-paste press release? Because this verbatim story is also on another media industry website, albeit with a note that companies like Madhive” directly post original announcements on” the website.
Yes, I may be nitpicking here, but I had a lot of great journalism mentors who impressed upon me the importance of ethics and honesty. If you’re just republishing a press release, be honest and say so. Even the great Associated Press republishes press releases on its wires — but always discloses the source of the press release and makes clear that “The AP news staff was not involved in its creation.”