The acquisition expands Madhive’s focus from CTV to other channels to maximize reach and drive outcomes with local audiences and allow advertisers to streamline omnichannel planning, data and audience targeting, campaign execution and creative tools.

Madhive, a leading technology company in local Connected Television advertising (CTV), has announced the acquisition of Frequence Inc, a premier omnichannel ad sales enablement and workflow software provider. This strategic partnership aims to revolutionize local digital advertising by offering a comprehensive platform for precise, geo-targeted messaging across various channels.

The Vision

The acquisition of Frequence Inc aligns with Madhive's vision to empower local media markets with advanced technology solutions. By combining their expertise, Madhive and Frequence create a unified platform that serves national, regional, and local advertisers, delivering seamless campaign management and optimization across multiple channels.

Key Features

• Comprehensive Platform: The combined platform offers end-to-end planning, creative production, activation, and measurement capabilities.
• Expanded Reach: Madhive's enterprise clients gain access to new channels beyond CTV and digital video, including display, OOH, and audio.
• Streamlined Workflow: Frequence's workflow software automates key ad operations and workflows, driving sales efficiency and revenue growth for local media companies.

Benefits for Clients

• Enhanced Capabilities: Clients benefit from a client-first approach, integrated platform, and cross-channel optimization.
• New Opportunities: Independent agencies and media holding companies can reach niche, local audiences at national scale.
• Unified Platform: Offers a full-funnel approach, optimizing for reach, frequency, and outcomes such as website visitation, purchases, and foot traffic.

Executive Commentary

• Spencer Potts, CEO at Madhive: Emphasizes the vision to provide best-in-class omnichannel solutions for the SMB market, with CTV at its core.
• Tom Cheli, CEO at Frequence: Highlights the transformative opportunities for customers and advertisers through the acquisition, leveraging combined strengths to establish a leading digital advertising hub for local media companies.

Madhive's acquisition of Frequence Inc marks a significant milestone in the evolution of local digital advertising. By combining their strengths, these two industry leaders are poised to reshape the landscape, offering advertisers, agencies, and media companies a comprehensive platform for effective campaign management and optimization across multiple channels.