Madhive
Madhive is a cTV advertising platform for local and regional programmatic campaigns.
Analyst Perspective
Madhive is a B2B advertising technology company offering a full-stack programmatic platform for connected TV and streaming advertising. Its platform combines planning, activation, measurement, data onboarding, and AI-driven optimisation, with a clear emphasis on local and regional CTV use cases. Customers include advertisers, agencies, broadcasters, local media companies, and enterprise media teams using the software to plan and run video advertising campaigns across streaming inventory. The company appears to generate revenue through a mix of software access and transaction-linked adtech monetisation. As a DSP-oriented platform, it likely earns a take-rate on media spend flowing through the system, supplemented by enterprise platform fees, white-label deployments, integration services, managed support, and data-related revenues from its marketplace and audience activation capabilities.
Analyst Signal Briefing
Updated: 2 Jul 2026Madhive has strengthened its executive leadership with the appointment of Luke Valvano as Chief Financial Officer, succeeding Tom Tidgwell. The firm recently launched its Maverick AI agent suite, incorporating agentic AI and a Model Context Protocol server into its demand-side platform to enhance local media planning and optimisation. Strategic adoption of Madhive’s omnichannel technology has also expanded through a new partnership with Gray Media and integration as a programmatic demand partner for GSTV’s national digital out-of-home network.
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Key insights about Madhive
Category Differentiation
Madhive is not a consumer streaming service or media owner; it is a B2B adtech platform for buying, planning, measuring, and integrating CTV advertising. It is distinct from generalist DSPs through its stated focus on local and regional TV and streaming workflows.
Madhive: About
Madhive operates a B2B adtech platform model centred on programmatic CTV media execution. It creates value by unifying campaign planning, activation, audience data, measurement, and optimisation in one operating system for TV and streaming. This reduces workflow fragmentation for agencies, brands, broadcasters, and local media operators while improving control over targeting, forecasting, reporting, and inventory access. The business likely compounds value through deeper workflow integration, higher media throughput, and attach rates for premium modules such as data, white-label deployment, and AI-led optimisation.
How Madhive Works & Monetises
Business model analysis and core revenue streams
Madhive monetises through a blended adtech and software model. The core revenue stream is likely a percentage take-rate or platform margin on media spend transacted through its DSP and campaign activation stack. Additional revenue likely comes from SaaS-style platform access for enterprise users, white-label licensing, integration and implementation work, managed service support, audience data and marketplace usage fees, and premium optimisation capabilities attached to its AI layer.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (Madhive)
GSTV Chooses Shinka Mediation Layer for Omnichannel Programmatic
On 2026-06-24 GSTV, the US national on-the-go video network, announced it has selected Shinka as its independent mediation layer. The agreement gives GSTV agnostic, omnichannel connectivity to multiple SSPs and DSPs (including Equativ, Madhive, Magnite, Nexxen and OOH Connect) to maximise programmatic yield across its national DOOH/video footprint. Shinka’s platform runs auctions outside traditional ad servers and provides real-time, bid-level transparency and a single neutral integration point. Under the partnership GSTV will receive real-time bid reporting, transparent auction mechanics and programmatic demand activation via Shinka’s infrastructure, with both companies aiming to drive incremental yield and operational efficiency.
Read original sourcePrecise.ai Raises $7M to Audit Programmatic Decisions
Precise.ai, a startup founded by ad tech veterans Spencer Potts and Adam Helfgott, raised a $7 million seed round co-led by Blockchange Ventures and Lasagna, with participation from 3C Ventures and Click Ventures. The company built a blockchain-based provenance and consent foundation and has pivoted to apply “decisioning economics” to programmatic buying: ingesting log-level DSP and ad tech data to run contribution analyses that quantify how individual targeting, bidding and supply choices affect cost and performance. Precise.ai is running six pilots with large buyers, meeting Mediaocean’s partnership team for tests, and plans to use the seed funding to prove the model with a small set of major advertisers while making senior hires. The team is currently eight people.
Read original sourceGray Media Taps Madhive’s Omnichannel Platform to Power Next Evolution of Local Performance at Scale
Madhive's omnichannel platform will be utilized by Gray Media to enhance local performance capabilities.
Read original sourceMadhive: Frequently Asked Questions
What is Madhive?
Madhive is a B2B programmatic advertising platform focused on connected TV and streaming, with tools for planning, activation, measurement, data onboarding, and optimisation.
Who uses Madhive?
Its users are advertisers, agencies, broadcasters, local media companies, media planners, media buyers, analytics teams, and enterprise ad operations teams running CTV campaigns.
How does Madhive make money?
It likely earns revenue from media-spend take-rates, enterprise software fees, white-label and integration work, managed services, and data or optimisation add-ons.
Company Facts
- Founded
- 2016
- Core Segment
- AdTech Vendor
- Company Size
- 50–200
- Official Link
- madhive.com