MadHive Expands Google Cloud Operations For Local TV Station CTV Platforms

• by Wayne Friedman , 6 hours ago

Looking to boost its growing connected TV "infrastructure-as-service" for TV station groups, MadHive has struck a deal with SADA, a Google Cloud technology partner, paying it $100 million over six years to expand MadHive’s cloud operations.

This builds on MadHive’s original five-year, $50-million deal with SADA, which was struck last year.

MadHive’s clients include TV stations’ locally based OTT advertising platforms, including Fox Television Station’s FLX; Tegna’s Premion; Hearst Anyscreen and Scripps’ Octane OTT. These locally based OTT operations -- once packaged with local, linear TV media schedules -- add reach to local TV advertising media buys.

For MadHive, the deal adds to the company's efforts around fraud detection, attribution, OTT audience forecasting, and audience based-buying.

In 2019, MadHive struck a deal with Vizio’s Inscape, the smart TV data company, to integrate Inscape data from 11 million smart TVs to help its effort in delivering a national OTT measurement/forecasting tool for advertisers.