The goal is to deliver a national OTT solution to advertisers.
MadHive's ad platform allows broadcast networks to sell linear advertising alongside OTT inventory, as well as providing brands with planning, targeting, measuring and optimizing tools across cross-platform linear and OTT campaigns in real-time.
It recently struck a partnership with Tegna’s Premion -- the OTT advertising selling unit of the TV station group.
MadHive says it serves “hundreds of millions of impressions a month,” adding that its system “leverages cryptography, blockchain, and AI to optimize business outcomes.”
In addition, MadHive will use Inscape’s ACR data (automated content recognition) to provide verification and detect fraud. The company says it has fraud detection in 95% or more of the DMAs across the United States.
Recently, based on its own internal estimates, MadHive said some 1 billion advertising requests that flowed through its platform -- 18% of OTT (over-the-top) video ad requests -- are fraudulent.