Madhive
Madhive is a New York-based adtech company operating an end-to-end CTV and local advertising DSP that unifies planning, activation, measurement, and integration for broadcasters, agencies, political campaigns, and SMBs, serving 30,000+ advertisers daily with proprietary Maverick AI technology.
- Company typePrivate
- Founded2016
- HeadquartersNew York, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What Madhive does
Madhive (MadHive, Inc.) is a privately held, Delaware-incorporated adtech company headquartered at 225 Broadway, New York, with additional offices in Redwood City, California and Pune, India. Founded in 2016, the company operates an end-to-end connected TV (CTV) and local advertising demand-side platform (DSP) organized around four workflow modules—Plan, Activate, Measure, and Integrate—that together cover the full campaign lifecycle across CTV, digital video, display, audio, and out-of-home. The platform powers over 50,000 daily active campaigns for more than 30,000 advertisers, has served 260 billion cumulative impressions at a 99% completion rate, and is used by 8,000+ local media sales professionals. Madhive serves three primary customer segments: local media companies and broadcasters (Fox, Scripps, Gray Media, Hearst, Nexstar, Sinclair, Tegna); agencies serving local advertisers (BCI Media, Lifebrands, Vica); and small and medium businesses (restaurants, auto dealers, retailers, healthcare, beauty). Secondary segments include political campaigns and HIPAA-compliant healthcare advertisers.
Madhive firmographics
Firmographics- Name
- Madhive
- Legal name
- MadHive, Inc.
- Website
- https://madhive.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Madhive is a New York-based adtech company operating an end-to-end CTV and local advertising DSP that unifies planning, activation, measurement, and integration for broadcasters, agencies, political campaigns, and SMBs, serving 30,000+ advertisers daily with proprietary Maverick AI technology.
- Ownership category
- akta.pro rank
Madhive industry classification
Industry- Product category
- Connected TV Advertising Platform
- NAICS
- Media Buying Agencies (541830), Media Buying Agencies (54183), Media Representatives (541840), Computer Systems Design and Related Services (54151), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Programmatic Display & Retargeting (DSP) (MPAAACAE)
- akta.pro secondary industries
- Ad Insertion & Monetization (SCTE-35, DAI/SSAI) (MPAHAKAH), Responsible AI, Security & Privacy Platforms (Safety, Guardrails, PII) (HDAEANAG), Mobile App Development Platforms (MADP) (HDAEAKAD)
Keywords
Where Madhive is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Madhive business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Enterprise platform subscriptions (DSP/Plan-Activate-Measure-Integrate): Recurring platform revenue from local media sellers, agencies, and brand direct customers using Madhive's DSP with self-service or managed-services tiers; white-label deployments with major broadcasters (Fox, Scripps, Gray) form long-term enterprise contracts.
- Advertising spend transacted through the DSP: Usage/transaction-based revenue tied to media spend flowing through Madhive's platform powering 50,000+ daily campaigns and serving 260 billion impressions at 99% completion rate.
- Managed services & professional services: Offered alongside self-service for teams needing extra help with planning, activation, and measurement; includes onboarding, custom builds, and live training.
- Data marketplace revenue: Revenue from curated third-party audience segments (80,000+) integrated into the platform planner, with always-fresh direct integrations to data providers.
- White-label platform licensing: OEM/white-label licensing revenue from media sellers reselling the Madhive platform under their own brand (Fox, Scripps deployments cited).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | — | Quote-based enterprise platform with self-service and managed-services options, including white-label deployments |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels10 records
Madhive product offering
Product offeringCore offering
Madhive operates an end-to-end, omnichannel demand-side platform (DSP) purpose-built for local media advertising, unifying plan, activate, measure, and integrate workflows in a single stack. The platform powers over 50,000 daily active campaigns across CTV/OTT, digital video, display, audio, and out-of-home inventory, and is augmented by a proprietary Maverick AI intelligence layer (with agentic extensions), an 80,000+ audience segment Data Marketplace, the Fraud Free Guarantee trust program, and the Frequence omnichannel workflow software.
Product overview
Madhive operates a single unified, end-to-end connected TV (CTV) and local advertising platform — a DSP that powers over 50,000 daily active campaigns for more than 30,000 advertisers. The core platform is organized into four integrated workflow modules (Plan, Activate, Measure, and Integrate) that together cover the full campaign lifecycle from audience planning through activation, reporting, and OMS/data integration. Layered on top is Maverick AI, the company's AI intelligence suite, which now extends into Maverick AI Agents — agentic AI capabilities embedded directly into the DSP for planning, activation, and optimization. Maverick AI is composed of three sub-components (Maverick Seller, Maverick Audiences, and Maverick Outcomes). Adjacent products include the Madhive Data Marketplace (80,000+ curated third-party audience segments), the acquired Frequence omnichannel workflow software (extending planning to CTV, digital video, display, audio, and out-of-home), and the Fraud Free Guarantee trust program that combines proprietary AI fingerprinting with HUMAN Security verification.
Differentiator
Problem solved
Functional benefit
Brands
- Maverick AI: Madhive's enterprise AI intelligence layer (and its agentic extension, Maverick AI Agents) embedded in the Madhive DSP for planning, activation, and optimization of local advertising campaigns; comprises sub-components Maverick Seller, Maverick Audiences, and Maverick Outcomes.
- Frequence
Products and services
- Madhive Platform End-to-end omnichannel local advertising DSP unifying every stage of the campaign lifecycle across CTV/OTT, digital video, display, audio, and out-of-home; powers 50,000+ daily active campaigns and serves more than 30,000 advertisers through self-service, managed-services, and white-label deployments.
- Maverick AI Proprietary enterprise AI intelligence suite trained on more than a decade of campaign data from 50,000+ daily campaigns, embedded in the Madhive DSP to assist local sales teams with audience targeting, proposal building, and conversion optimization.
- Maverick AI Agents Agentic AI extension of the Maverick AI layer embedded in the Madhive DSP that autonomously accelerates planning, activation, and optimization across the local campaign lifecycle; trained on a decade of data from 50,000+ daily campaigns.
- Madhive Data Marketplace Curated third-party audience data marketplace offering 80,000+ segments through direct integrations with vetted data providers (Experian, LiveRamp, TransUnion, Samba TV, Alliant, AnalyticsIQ, Datonics, InMarket, L2, S&P Global Mobility, ShareThis, Stirista, TiVo, Adstra), with stated +15% average CVR lift, 13x availability uplift, and 8.9x reach vs other third-party networks.
- Frequence Omnichannel ad sales workflow software for local media companies and agencies, providing campaign planning, execution, and measurement tools across CTV, digital video, display, audio, and out-of-home; combined platform serves over 30,000 advertisers daily.
- Fraud Free Guarantee Trust and transparency program combining proprietary AI-powered real-time fingerprinting, HUMAN Security pre-bid and post-bid verification, direct publisher integrations (over 80% of inventory), and SOC I/II/III independent audits to deliver fraud-free local media campaigns.
Quantifiable outcome
- 4x incremental reach
- +11 more outcomes
Companies that use Madhive
Customer profileNamed customers10 records
Segments6 records
Ideal customer profiles5 records
Madhive technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration89 records
AI capability4 records
Feature11 records
Madhive partnerships and signals
Strategic signalPartnerships
70 partnerships are on record, tiered flagship, core and minor.
- Gray MediaflagshipStrategic partnership with the nation's largest owner of local TV stations and digital assets; grants Gray access to Madhive's full-stack DSP including Maverick AI, exclusive political audience data partnerships, and premium streaming inventory from Disney, Paramount, Roku, Tubi, and Warner Bros. Discovery; aims to democratize enterprise-grade advertising technology for local markets.
- Precise.AIflagshipMadhive made a strategic equity investment in Precise.AI; integrated AI and data solutions for local advertising with focus on transparency and performance; leadership changes include Jim Wilson becoming CEO of Madhive and Spencer Potts assuming CEO at Precise.AI.
- Fox TV StationsflagshipMadhive and Fox TV Stations announced a Local Live Sports Marketplace to unlock expanded access to exclusive premium sports programming for local advertisers; four-plus year strategic relationship including white-label platform deployment.
- DatonicscoreMadhive enhanced its data partnership with Datonics, the industry's first Certified CarbonNeutral® data provider; Datonics is a data marketplace partner.
- S&P Global MobilitycoreMadhive partnered with S&P Global Mobility to create a Local CTV Marketplace for the Automotive Industry; also listed as a data marketplace partner.
- ExperiancoreMadhive expanded its integration with Experian to optimize audience targeting for CTV advertisers in local markets; Experian is also a data marketplace partner.
- Samba TVcoreSamba TV was selected as Madhive's preferred audience targeting partner; also integrated in the data marketplace (ACR-based viewership data).
- AlliantcoreAlliant partnered with Madhive to provide local marketers access to high-quality audiences optimized for TV; listed as data marketplace partner (audience segments).
- FrequenceflagshipMadhive completed its acquisition of Frequence, a workflow software provider for local media companies and agencies; combined platform serves over 30,000 advertisers daily and integrates Frequence planning tools with Madhive's CTV platform for omnichannel digital marketing.
- BlockgraphcoreMadhive partnered with Blockgraph to expand first-party data activation capabilities for premium video and TV companies.
- Katz Media GroupcoreMadhive and Katz Media Group brought scale and transparency to political advertising with the largest CTV marketplace (June 2022).
- Medicx HealthcoreMedicx Health and Madhive launched a programmatic OTT solution for the healthcare industry (January 2022).
- RokuflagshipPremium publisher and supply partner on the Madhive DSP; logo listed on Supply & Partnerships page and Activate page; featured as part of Gray Media partnership inventory.
- TubiflagshipPremium publisher and supply partner on the Madhive DSP; listed on Supply & Partnerships page and homepage inventory showcase.
- DIRECTVcorePremium publisher and supply partner on the Madhive DSP; listed across Supply & Partnerships, Activate and homepage inventory showcase.
- HulucorePremium publisher and supply partner on the Madhive DSP; listed on Supply & Partnerships page and homepage inventory showcase.
- Disney+flagshipPremium publisher and supply partner; listed on Supply & Partnerships page, Activate page and homepage inventory showcase; also part of Gray Media partnership inventory.
- Warner Bros. DiscoveryflagshipPremium publisher and supply partner; listed on Supply & Partnerships page, Activate page and homepage inventory showcase; part of Gray Media partnership inventory.
- ScrippsflagshipPremium publisher and supply partner; About Us page cites Scripps as a partnering industry leader that empowers sales teams.
- Nexstar Media GroupcorePremium publisher and supply partner listed on the Supply & Partnerships page.
- SinclaircorePremium publisher and supply partner listed on the Supply & Partnerships page.
- TegnacorePremium publisher and supply partner listed on the Supply & Partnerships page.
- HearstcorePremium publisher and supply partner listed on the Supply & Partnerships page.
- PhilocorePremium publisher and supply partner listed on the Supply & Partnerships page and Activate page.
- FubocorePremium publisher and supply partner listed on the Supply & Partnerships page and Activate page.
- ViziocorePremium publisher and supply partner listed on the Supply & Partnerships page and Activate page.
- SlingcorePremium publisher and supply partner listed on the Supply & Partnerships page and homepage.
- XumocorePremium publisher and supply partner listed on the Supply & Partnerships page and Activate page.
- LG Ad SolutionscorePremium publisher and supply partner listed on the Supply & Partnerships page and Activate page.
- A&E NetworkscorePremium publisher and supply partner listed on the Supply & Partnerships page and Activate page.
- Cox Media GroupcorePremium publisher and supply partner listed on the Supply & Partnerships page.
- FOXflagshipPremium publisher and supply partner listed on the Supply & Partnerships page; case study describes 3-month go-to-launch with Fox as a critical four-plus year partner.
- Haystack NewsminorPremium publisher and supply partner listed on the Supply & Partnerships page.
- UnivisionminorPremium publisher and supply partner listed on the Supply & Partnerships page.
- Bally's InteractiveminorPremium publisher and supply partner listed on the Supply & Partnerships page.
- FanDuel Sports NetworkminorPremium publisher and supply partner listed on the Supply & Partnerships page.
- FloSportsminorPremium publisher and supply partner listed on the Supply & Partnerships page.
- StadiumminorPremium publisher and supply partner listed on the Supply & Partnerships page.
- WurlminorPremium publisher and supply partner listed on the Supply & Partnerships page.
- TCLminorPremium publisher and supply partner listed on the Supply & Partnerships page.
- NewsONminorPremium publisher and supply partner listed on the Supply & Partnerships page.
- CineverseminorPremium publisher and supply partner listed on the Supply & Partnerships page.
- TastemademinorPremium publisher and supply partner listed on the Supply & Partnerships page.
- SiriusXMminorPremium publisher and supply partner listed on the Supply & Partnerships page.
- FrndlyTVminorPremium publisher and supply partner listed on the Supply & Partnerships page.
- Zeam MediaminorPremium publisher and supply partner listed on the Supply & Partnerships page.
- Allen Media GroupminorPremium publisher and supply partner listed on the Supply & Partnerships page.
- FremantleminorPremium publisher and supply partner listed on the Supply & Partnerships page.
- AmagiminorPremium publisher and supply partner listed on the Supply & Partnerships page.
- FreewheelflagshipPlatform partner integrated with the Madhive DSP; listed on Supply & Partnerships page.
- MagniteflagshipPlatform partner integrated with the Madhive DSP; listed on Supply & Partnerships page.
- PubmaticflagshipPlatform partner integrated with the Madhive DSP; listed on Supply & Partnerships page.
- Index ExchangecorePlatform partner integrated with the Madhive DSP; listed on Supply & Partnerships page.
- Google (AdX)corePlatform partner integrated with the Madhive DSP; listed on Supply & Partnerships page.
- OpenXcorePlatform partner integrated with the Madhive DSP; listed on Supply & Partnerships page.
- SovrncorePlatform partner integrated with the Madhive DSP; listed on Supply & Partnerships page.
- LiveRampcoreData marketplace partner and onboarding integration for pseudonymized/de-identified data into targeted segments solely for Client (per DPA); also supports onboarding via LiveRamp.
- InMarketcoreData marketplace partner; provides foot traffic attribution used to measure the impact of CTV ads (referenced in case study).
- TransUnioncoreData marketplace partner providing audience segments to the Madhive platform.
- HUMAN SecuritycoreStrategic MRC-accredited fraud detection partner providing pre-bid and post-bid protection across every campaign; integrates with Madhive's proprietary AI-powered verification as part of the Fraud Free Guarantee.
- UpwavecoreBrand lift measurement partner integrated with Madhive CTV campaigns (used to isolate causal impact of ad exposure on voter perception in the Illinois governor's race case study).
- VicacoreAI-driven creative agency partner; co-developed case study winning ThinkLA 2025 Idea Award for Campaign of the Year; uses Madhive's hyper-local targeting and pixel for tracking online reservations and traffic.
- Fox TV Stations (white-label)flagshipFox TV Stations is also a white-label OEM partner using Madhive's customizable supply mix, OMS integration, and branded platform; SVP of Digital Sales Michael Page cites 3-month go-to-launch and four-plus year relationship.
- ParamountflagshipPremium streaming inventory partner named in Gray Media partnership announcement.
- ABCminorPremium publisher and supply partner listed on the homepage inventory showcase.
- ESPNminorPremium publisher and supply partner listed on the homepage inventory showcase.
- FOX (network)corePremium publisher and supply partner listed on the homepage inventory showcase.
- HistoryminorPremium publisher and supply partner listed on the homepage inventory showcase.
- LifetimeminorPremium publisher and supply partner listed on the homepage inventory showcase.
- Amazon (Publisher Services / Transparent Ad Marketplace)corePlatform partner integrated with the Madhive DSP; listed on Supply & Partnerships page.
Scale indicators14 records
Recent moves6 records
Expansion highlights7 records
Madhive competitors and assessment
Company assessmentDirect peers
- The Trade Desk: Independent omnichannel DSP with deep CTV and local-market capabilities, competing head-on with Madhive for agency and brand spend across programmatic CTV, video, and omnichannel buying.
- Magnite: Leading independent SSP specializing in CTV and video; integrated into Madhive as a platform partner but also a competing buy/sell-side stack for broadcasters and agencies in local CTV.
- Pubmatic: Programmatic SSP and monetisation platform with strong CTV presence; comparable to Madhive on supply-side integration and omnichannel capabilities for broadcasters and agencies.
- Index Exchange: Independent global SSP with significant CTV inventory share; competes with Madhive for broadcaster relationships and agency workflows on the supply and demand sides of local CTV.
- FreeWheel: Comcast-owned ad server and SSP focused on premium TV and CTV; direct competitor to Madhive for broadcaster ad-server and omnichannel ad-tech infrastructure.
- Simpli.fi: Independent DSP specializing in localized and programmatic CTV, display, video and audio targeting for agencies and SMBs; the closest direct head-to-head competitor to Madhive in local omnichannel.
- StackAdapt: Multichannel programmatic DSP with strong CTV and native capabilities serving agencies and mid-market advertisers; comparable to Madhive's plan-activate-measure workflow and SMB reach.
Broad incumbents
- Yahoo Ad Tech (formerly Verizon Media DSP): Large omnichannel DSP/SSP operated by Yahoo, offering CTV and omnichannel capabilities across a broader portfolio; competes with Madhive for agency and brand direct spend but with a wider remit than local-only CTV.
- Roku (OneView / Audience Exchange): CTV platform and device-maker operating the Roku OneView ad platform and audience exchange; a premium supply partner to Madhive but also an emerging competitor offering buy-side CTV capabilities directly to advertisers.
Emerging players
- Innovid: Independent CTV ad serving, creative personalisation and measurement company; overlaps with Madhive's Measure and Activate modules and serves overlapping broadcaster and agency customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Madhive social profiles
Digital presenceMadhive compliance and trust
Trust signalCompliance9 records
Madhive financial estimates
Financial estimateRevenue estimate
Valuation estimate
Madhive leadership team
Management profileNumber of profiles
Profiles14 records
Madhive subsidiaries and ownership
Company hierarchySubsidiaries2 records
Madhive funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Madhive M&A and investment
M&A and investmentM&A1 record
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Madhive
What does Madhive do?
Madhive operates an end-to-end, omnichannel demand-side platform (DSP) purpose-built for local media advertising, unifying plan, activate, measure, and integrate workflows in a single stack. The platform powers over 50,000 daily active campaigns across CTV/OTT, digital video, display, audio, and out-of-home inventory, and is augmented by a proprietary Maverick AI intelligence layer (with agentic extensions), an 80,000+ audience segment Data Marketplace, the Fraud Free Guarantee trust program, and the Frequence omnichannel workflow software.
Is Madhive a public or private company?
Madhive is a private company. It is classified as private equity controlled and is currently operating.
When was Madhive founded?
Madhive was founded in 2016. It employs 501 to 1,000 people.
Where is Madhive based?
Madhive is headquartered in New York, United States, in the North America region.
How does Madhive make money?
Five revenue lines are on record. Enterprise platform subscriptions (DSP/Plan-Activate-Measure-Integrate) is the primary driver. The others are advertising spend transacted through the DSP, managed services & professional services, data marketplace revenue and white-label platform licensing.
Who are Madhive's main competitors?
Direct peers on record are The Trade Desk, Magnite, Pubmatic, Index Exchange, FreeWheel, Simpli.fi and StackAdapt. Broad incumbents are Yahoo Ad Tech (formerly Verizon Media DSP) and Roku (OneView / Audience Exchange). Innovid is listed as an emerging player.
Does Madhive have an API?
Yes. Madhive exposes partner and client-facing integration APIs rather than a self-service public developer API. Capabilities include custom order management system (OMS) integrations, first-party data onboarding, data feeds that can be pulled into external reporting tools, and supply onboarding for owned & operated, programmatic, and private/guaranteed deals. Bid requests and performance/performance data flow programmatically between Madhive's DSP and connected SSPs, publishers, and data providers. Integration models are custom-built per client, supported by a dedicated integration team and optional managed services. No public documentation portal or SDK distribution was identified.
What industry is Madhive in?
Madhive's product category is Connected TV Advertising Platform. Its primary akta.pro industry code is MPAAACAE, Programmatic Display & Retargeting (DSP), with a secondary code of MPAHAKAH, Ad Insertion & Monetization (SCTE-35, DAI/SSAI). Its NAICS code is 541830 and its SIC code is 7373.