What Frequence does

Frequence Inc was a workflow software provider specializing in omnichannel digital advertising campaign management for local media companies and agencies. Founded in 2010 and headquartered in Mountain View, California, the company developed software that enabled local media sellers and agencies to automate and manage advertising workflows across multiple channels within a unified platform. The company positioned itself as the first end-to-end solution for media companies to automate and grow their local advertising sales, with a horizontal segmentation approach serving both local media companies and advertising agencies.

Frequence generated revenue through a SaaS subscription model, licensing its workflow software to local media companies and agencies managing omnichannel digital advertising operations. The company's core technology focused on integration and interoperability, enabling seamless workflow management across the advertising technology stack. Prior to acquisition, Frequence operated with 251-500 employees under leadership including CEO Tom Cheli, President Oliver Jacob, and co-founder Matt Robles (VP Product).

In July 2024, Frequence was acquired by Madhive, a strategic operating company focused on local media and omnichannel digital advertising. Following the acquisition, Frequence's technology was integrated into Madhive's end-to-end platform, which serves over 30,000 advertisers daily. The combined entity provides a unified stack covering campaign planning, activation, measurement, and integration for local media sellers and agencies. As a wholly-owned subsidiary, Frequence no longer operates as an independent company, with its workflow capabilities now embedded within Madhive's broader advertising technology ecosystem.

Name

Frequence

Legal name

Frequence Inc

Website

https://frequence.com

Company type

Private

Founded year

2010

Operating status

Acquired

Headcount range

251–500 employees

Short description

Frequence is a workflow software provider for local media companies and agencies, enabling omnichannel digital advertising campaign management. Founded in 2010 and headquartered in Mountain View, it was acquired by Madhive in July 2024.

Ownership category

akta.pro rank

Product category

Local Media Advertising Software

NAICS

Computer Systems Design Services (541512)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Workflow Automation & No-Code Collaboration (BPAMAMAK)

akta.pro secondary industry

eSignature, Forms & Digital Workflow Platforms (HDAEAHAJ)

Keywords

• Local advertising software
• Omnichannel campaign management
• Media workflow automation
• Digital advertising platform
• Advertising sales automation

Headquarters

HQ city

Mountain View

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Software Licensing/SaaS: Frequence generated revenue through providing workflow software to local media companies and agencies. Following its acquisition by Madhive, the technology is now integrated into Madhive's broader advertising platform.

Go-to-market motion1 record

Distribution channels1 record

Core offering

Frequence provides end-to-end workflow automation software that enables local media companies and advertising agencies to plan, execute, and manage omnichannel digital advertising campaigns. The platform automates campaign workflow across multiple advertising channels, reducing operational friction for local media sellers. Following its acquisition by Madhive in July 2024, the workflow software is now embedded within Madhive's end-to-end omnichannel digital advertising platform.

Product overview

Frequence was acquired by Madhive (completed July 2024) and operates as a workflow software provider for local media companies and agencies. The acquisition integrates Frequence into Madhive's end-to-end omnichannel digital advertising platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Frequence Workflow Software End-to-end workflow automation software that enables local media companies and advertising agencies to plan, execute, and manage omnichannel digital advertising campaigns. The software automates campaign workflows across multiple advertising channels and integrates with broader advertising technology stacks. Following the July 2024 acquisition, it operates as part of Madhive's end-to-end omnichannel digital advertising platform.

Quantifiable outcome

• Supports 30,000+ advertisers daily through integrated platform

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves3 records

Expansion highlights3 records

Direct peers

• Simpli.fi: An advertising platform focused on localized, targeted programmatic campaigns for agencies and brands. Overlaps directly with Frequence/Madhive's local-advertising value proposition and serves a similar buyer profile.
• Choozle: A digital advertising platform providing programmatic campaign management, workflow, and audience targeting for agencies and mid-market advertisers. Comparable in target customer and campaign-management focus.
• Basis Technologies: Provides advertising automation and workflow software for agencies and advertisers, including campaign management, planning, and operational workflow tools. Highly comparable to Frequence's workflow automation value proposition for media buyers and agencies.
• StackAdapt: A multi-channel programmatic advertising platform offering planning, activation, and workflow capabilities for agencies and brands. Comparable to Frequence's workflow and omnichannel campaign management functionality.

Broad incumbents

• Yahoo DSP (Verizon Media / Taboola): A large-scale omnichannel advertising platform (now part of Taboola's broader offering) providing native and video campaign workflow and activation. Competes with Madhive/Frequence for agency and advertiser budgets.
• Google Ad Manager: Google's ad-serving and workflow platform for media companies and agencies. Represents a dominant incumbent alternative for advertising operations workflow, with significant scale advantages over Frequence/Madhive.
• MediaMath: A programmatic adtech platform offering campaign management, audience targeting, and workflow tooling. Provides comparable omnichannel campaign capabilities, though with a broader enterprise focus rather than Frequence's local-media specialization.
• Mediaocean: A long-established adtech platform offering planning, workflow, buying, and analytics tools across TV, digital, and programmatic. Competes with Frequence in the advertising operations and workflow layer, particularly for agency and media-company buyers.
• The Trade Desk: A leading independent DSP providing omnichannel campaign activation, planning, and measurement. Competes with the combined Madhive/Frequence stack for advertiser and agency spend across CTV, display, and video.
• Madhive: The parent company that acquired Frequence in July 2024. Madhive operates an end-to-end omnichannel advertising platform purpose-built for local media companies, agencies, and advertisers — the closest comparable platform since Frequence's workflow is now integrated within it.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/frequenceinc
• Facebookfacebook.com/FrequencePlatform
• LinkedInlinkedin.com/company/frequence

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Frequence