Local connected TV ad tech company Madhive has completed its purchase of omnichannel ad sales enablement and workflow software company Frequence.
“As a result of this transaction, local media markets will have access to one streamlined offering to deliver precise, geo-targeted messages across streaming TV, search, online video, display, audio, out-of-home, and social,” the companies said on Thursday.
Madhive clients include FOX, TEGNA, Scripps, Katz Media, and select agencies.
Frequence’s workflow software and media services are used by such clients as Spectrum Reach, Hearst Television, and Beasley Media Group to manage and execute omnichannel digital marketing campaigns for local advertisers.
“As a result of this acquisition, the combined company will provide a client-focused, integrated platform for end-to-end planning, creative production, activation, and measurement,” Madhive says, noting that its clients will be able to extend Connected TV-first campaigns across additional channels to drive “full-funnel KPIs.”
Frequence’s planning capabilities will integrate with Madhive’s platform to automate workflows across proposals, reporting, and analytics, supporting over 30,000 advertisers daily.
“Madhive’s acquisition of Frequence opens up new opportunities for our customers and their advertisers,” said Frequence CEO Tom Cheli. “Over the past fourteen years, Frequence has become the leading omnichannel advertising sales platform through relentless innovation. Now, united with Madhive, we will create an end-to-end solution for local media companies.”
This acquisition follows Madhive’s recent $300 million investment from Private Equity at Goldman Sachs Alternatives to fuel growth and expansion into new channels beyond the local CTV space.
