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TMCNet:  MadHive, Inscape Partner To Enable Cross-Platform Linear, OTT Planning, Activation and Attribution For Local TV Broadcasters and Advertisers

[June 12, 2019]

MadHive, Inscape Partner To Enable Cross-Platform Linear, OTT Planning, Activation and Attribution For Local TV Broadcasters and Advertisers

MadHive, the advanced TV advertising solutions company best known for delivering evidence-based accountability with cryptography, today announced a strategic relationship with Inscape, the leading provider of smart TV viewing data. Integrating Inscape's glass level TV viewing data from more than 11 million smart TVs into MadHive's proprietary AI advertising platform enables broadcast networks to sell linear advertising alongside data enriched OTT inventory, as well as providing brands with the ability to easily plan, target, measure and optimize cross-platform linear and OTT campaigns in real-time.

MadHive is currently powering linear to OTT reach extension, targeting, and fraud detection in 95%+ of the DM=As across the United States, giving local broadcasters the ability to offer addressable advertising and enabling brands to reach local markets. By incorporating Inscape's data, Madhive can now deliver the ability to plan, buy, and analyze OTT performance against linear TV data, allowing true optimization cross screens at the local level, translating to significant incremental reach.

"OTT allows advertisers to leverage the precision targeting of digital on the TV screen, but at the same time it's also contributing yet another platform to an already fragmented media landscape," said Adam Helfgott, CEO at MadHive. "This partnership enables advertisers to holistically analyze cross-screen linear and OTT campaigns, while calibrating audiences to drive real business outcomes."

"Advertisers are increasingly looking to take advantage of optimized OTT ad buys especially using local broadcaster inventory," said Jodie McAfee (News - Alert), SVP of Sales and Marketing at Inscape. "This deal brings optimized cross-platform advertising to all local TV markets in the U.S. regardless of what service provider a home uses to bring OTT into the home".

This partnership comes on the back of TEGNA's Premion announcing integration with MadHive, leveraging the advanced advertising company's full stack solution to generate better targeting for advertisers and cryptographic proof for buy-side transactions. "OTT not only has the capacity to extend an advertisers reach, but working with MadHive we are able to measure a campaign's impact on select business outcomes," said Jim Wilson, President of Premion.

About MadHive:

MadHive is an end-to-end advanced advertising solution for digital video that leverages cryptography, blockchain, and AI to optimize business outcomes and deliver evidence-based accountability. MadHive's next-generation advertising suite provides precision targeting, audience verification, as well as the first OTT-first device graph and cross-device attribution, while addressing the biggest threats to the advertising industry -- the issues of trust, transparency, fraud and brand safety.

About Inscape:

Inscape is a TV intelligence company that captures highly accurate, up-to-date viewing data from millions of smart TVs. The company is a leading provider of automatic content recognition (ACR) technologies and comprehensive cross-screen metrics. Inscape's TV audience viewing data is leveraged by OEMs, brands, agencies, networks, measurement companies, DMPs and marketing technology platforms to power massive transformations in the industry. Its glass-level insights bring a new level of speed, transparency and actionability to the global TV market place. Founded in 2010 as TV Interactive Systems, Inc., the company operated as Cognitive before being acquired by VIZIO. Inscape operates as a wholly-owned subsidiary based in San Francisco, California.


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