Advanced Television

MadHive, TransUnion ad partnership

July 12, 2022

MadHive, the enterprise software company that powers modern media, has announced an alliance with TransUnion, a global information and insights company, to help advertisers navigate identity challenges across household and individual-level activation.

The partnership will bring interoperability between TransUnion’s TruAudience Identity and the MadHive platform. As a result, clients will be able to better reach audiences across CTV, display and more while maximising return on advertising investment and transparency. This will also enable publishers to optimise the monetisation 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’s partner ecosystem enables expanded targeting and attribution capabilities, including KPIs such as brand awareness, purchase intent, site conversion, offline sales lift, foot traffic, and more.

“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, SVP 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 has become one of the most trusted CTV activation players in the space,” added Matt Spiegel, EVP, 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 behavioural 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. In partnership with DTC brand, Cannaluxe, MadHive recently drove 150,000 e-commerce shopping sessions to and MadHive also leveraged real-time optimisation capabilities to double down in high-performing markets like Texas, which drove 3.4x more sales than other DMAs and 51 per cent of all sales overall.

MadHive’s infrastructure-as-a-service also currently powers TV advertising and local reach extension efforts for broadcasters including Fox, Scripps, and local affiliates. These partnerships have given MadHive unparalleled insight into digital TV buying behaviors, and a unique ability to find needle-in-a-haystack consumers on a local level, at national scale.

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