The deal provides local media markets with full-service omnichannel advertising capabilities to maximize reach, drive full-funnel outcomes, and streamline end-to-end campaigns

Madhive, the leading technology company for local Connected Television (CTV) advertising, has completed the acquisition of Frequence Inc, the premier omnichannel ad sales enablement and workflow software for local media companies and agencies. This strategic acquisition brings together two industry leaders, offering a streamlined solution for delivering precise, geo-targeted messages across various digital channels.

• Acquisition Announcement: Madhive acquires Frequence Inc, enhancing capabilities in local media markets with a comprehensive platform for CTV and digital advertising.
• Streamlined Offering: The combined company will offer an integrated solution for end-to-end planning, creative production, activation, and measurement.

Strategic Benefits

• Enhanced Media Spend Management: Madhive’s local CTV platform powers significant media spend for major media companies like Fox, Tegna, Scripps, and agencies like Lifebrands.
• Omnichannel Campaign Execution: Frequence's software and media services enable local media companies such as Spectrum Reach, Hearst, and Beasley to manage and execute omnichannel campaigns for local advertisers.
• Comprehensive Platform: The integration of Frequence’s planning capabilities with Madhive's platform automates workflows across proposals, reporting, and analytics, supporting over 30,000 advertisers daily.

Leadership Insights

• Spencer Potts, CEO at Madhive: "Madhive is committed to empowering local media markets with advanced technology for digital campaigns, whether at a national level or within specific zip codes. This acquisition marks a pivotal step in our journey to becoming the digital hub for the SMB market."
• Tom Cheli, CEO of Frequence: "Frequence has become the leading omnichannel advertising sales platform through relentless innovation. Now, united with Madhive, we will create an end-to-end solution for local media companies."

Market Impact

• Client-Focused Integration: Enterprise clients can now extend CTV-first campaigns across additional channels to drive full-funnel KPIs, providing a comprehensive solution for local and national advertisers.
• Future Expansion: This acquisition follows Madhive’s recent $300 million investment from Private Equity at Goldman Sachs Alternatives, fueling growth and expansion into new channels beyond the local CTV space.

The acquisition of Frequence by Madhive signifies a major advancement in the local omnichannel advertising landscape. By combining their strengths, Madhive and Frequence are set to revolutionize the way local media companies and agencies manage and execute digital marketing campaigns, providing a seamless, integrated platform for optimal results.