MadHive in Deal With TransUnion To Enable Individual-Level Buying

Ad tech company MadHive said it is working with TransUnion to deliver more precisely targeted connected TV ad campaigns.


(Image credit: Madhive)

The companies are aligning MadHive’s CTV Device Graph with TransUnion's people-based data to enable buying at the individual level. Advertisers will be able to maximize return on investment and enable publishers to optimize the monetization of the premium TV inventory, they said.

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“The foundation of MadHive’s ability to accurately connect the dots for advertisers rests on our device graph purpose-built for modern, programmatic TV,” said Luc Dumont, senior VP of business development at MadHive. “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.”

MadHive’s technology enables advertisers to achieve real-time optimization, sequential messaging, frequency control, incremental reach and attribution across connected TV, digital video, display and other channels.

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“MadHive has become one of the most trusted CTV activation players in the space,” said Matt Spiegel, executive VP, media and entertainment vertical at TransUnion. “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.” ■

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.