D.C.-Based AdImpact and Madhive Integrate Local Ad Intelligence to Help Broadcasters
By now you've seen political spending is set to top $11.6B this campaign cycle. That figure is brought to you by D.C. area ad measurement firm AdImpact which built a proprietary system for tracking broadcasters spend disclosure requirements, ads that aired and the getting spend, reach and ad frequency – so both sides of the aisle can know what to spend, what's working, etc.
AdImpact's information is powerful not just to political buyers but to local, regional and national advertisers that want to know down to the sub-zip, where there money is going and what to do next. But, it's the agencies and broadcast companies with brand relationships that actually buy and sell the ads and build the media plans that could use that information most.
AdImpact recently announced a deal with Madhive – the advertising and local intelligence platform used by America's top broadcasters to manage cross-platform campaigns. More specifically, AdImpact's data is now built into Maverick AI, Madhive’s local intelligence platform which allows local sales agents to walk into a regional car dealer for instance, and instantly give them a plan, not just for advertising against local broadcast news but for reaching local households across places like Roku, Hulu and FOX One.
“As ad dollars follow audiences to CTV, local advertisers need more than just reach, they need actionable intelligence on where their competitors are investing,” said Don Norton, General Manager, Data Solutions, AdImpact. “By bringing our competitive spend data to Madhive's broadcaster and agency partners, we're putting sharper planning and buying intelligence in the hands of the teams making local media decisions every day.”
“Local advertisers need more than just CTV inventory — they require true market intelligence,” said Nicki Harkrider-Probey, Chief Revenue Officer at Madhive. “By integrating AdImpact’s robust competitive insights into our platform, we’re providing our clients with unprecedented visibility into local spending dynamics. This actionable data empowers them to uncover untapped revenue streams, optimize cross-channel planning and buying, and execute higher-performing campaign strategies across both linear and streaming.”
For Mid-Atlantic agencies and communicators, the partnership points to a broader change: in local media, competitive data across linear and streaming is becoming as important as access to inventory.
