Experian’s syndicated audiences are now available in Madhive’s Data Marketplace, helping broadcast clients extend reach for local advertisers.
NEW YORK CITY — December 18, 2024 — Madhive, the leading technology company for local connected television (CTV) advertising, today announced an expanded collaboration with Experian, a global data and technology company, to provide local media markets broader access to Experian marketing audiences.
The integration brings Experian's audience segments, including demographics, lifestyles, interests, purchasing behaviors, media consumption, and more to Madhive's Data Marketplace. Built with privacy in mind, these segments enable precise CTV targeting—such as reaching consumers with shared attributes in specific regions. Using Experian's understanding of people in the digital and offline world, advertisers can run audience-first campaigns across CTV and other channels with scale and accuracy.
“As TV viewership continues to shift to streaming, Madhive Data Marketplace democratizes access to high-quality data for targeted campaigns,” said Luc Dumont, SVP of Business Development at Madhive. “Experian was one of our first partners, and this expanded collaboration provides broader access to its audiences directly within our marketplace—already helping a local advertiser achieve 10x the reach compared to other marketplaces.”
Madhive clients are utilizing Experian's data to better understand local audiences, deliver personalized messaging, and increase advertiser ROI. By targeting audiences based on detailed personas rather than just traditional demographic, these advertisers can more precisely engage with their viewers. By utilizing Madhive's measurement tools and the ability to build lookalike audiences based on Experian data, advertisers can extend the reach of their CTV campaigns and perform real-time campaign optimization, adjusting underperforming strategies instantly to maximize ad spend.
"Connecting advertisers with the right audiences in local markets has always been challenging but when done right, it's worth it,” said Ali Mack, Vice President of AdTech at Experian. "Our collaboration with Madhive breaks new ground by combining Experian's comprehensive audiences with their advanced CTV platform. This empowers local advertisers to personalize engagement with viewers and significantly improves campaign performance.”
In addition to Experian’s audiences, the Madhive Data Marketplace includes a robust selection of top-tier data providers like TransUnion and Alliant. This enables local advertisers to access curated audience segments, spanning behavioral, demographic, transactional data and more. The marketplace offers high-quality audiences at efficient costs, resulting in higher match rates and broader reach. With access to nearly every CTV household in the U.S., it enables hyperlocal targeting down to the zip code, county or district.
This announcement comes on the heels of Madhive receiving a $300 million investment from Private Equity at Goldman Sachs Alternatives in June 2023, and acquiring local omnichannel advertising platform Frequence earlier this year.
About Madhive
Madhive is the leading independent and fully customizable ad platform built to help local media professionals reach their audiences by enabling more efficient and impactful CTV buys. As the trusted partner serving Fox, Scripps, Premion, and TV’s largest broadcasters, Madhive empowers sales teams to extend their reach into streaming and connects local advertisers with the communities they serve. Madhive’s platform provides the unique ability to reach local audiences at national scale, with premium supply partnerships and end-to-end tools for planning, targeting, and measuring full-funnel campaign outcomes. Powering campaigns for over 30,000 small and medium businesses per day, Madhive is driving the evolution of local media. To learn more, visit Madhive.com.
About Experian
Experian is a global data and technology company, powering opportunities for people and businesses around the world. We help to redefine lending practices, uncover and prevent fraud, simplify healthcare, deliver digital marketing solutions, and gain deeper insights into the automotive market, all using our unique combination of data, analytics and software. We also assist millions of people to realize their financial goals and help them to save time and money.
We operate across a range of markets, from financial services to healthcare, automotive, agrifinance, insurance, and many more industry segments.
We invest in talented people and new advanced technologies to unlock the power of data and innovate. As a FTSE 100 Index company listed on the London Stock Exchange (EXPN), we have a team of 22,500 people across 32 countries. Our corporate headquarters are in Dublin, Ireland. Learn more at experianplc.com.
