As the New York-based DSP and AI products partner focused on local brands and agencies sees it, it has brought to market what it calls “the first agentic suite built for local precision at national scale.”
That would be a new “enterprise intelligence layer,” dubbed Maverick AI, which includes new agentic capabilities designed to “effortlessly and efficiently drive performance.”
Specifically, the collection of Maverick AI agents embeds local-first intelligence directly into Madhive’s DSP.
Introduced last year, Maverick AI has evolved into a full suite of agentic capabilities that will roll out over the next year, Madhive says.
For Madhive CEO Jim Wilson, “Local advertising has always been performance-driven at its core—defined by execution, accountability, and results. With Maverick AI agents embedded directly into our DSP, we’re enabling advertisers to close the loop between insight, activation, and performance in real time—unlocking a new level of efficiency and impact for local campaigns.”
As Madhive sees it, Maverick AI agents enable:
- Faster media plan creation using historical performance and audience data
- Activate campaigns across local inventory with speed and precision
- Continuously optimize delivery and budgets in real time
Alongside the AI agentic capabilities, Madhive has introduced its Model Context Protocol (MCP) server, an offering that allows multiple LLMs to connect directly to Madhive’s platform, exposing Madhive’s functionality through a standard interface that allows users to interact with campaigns, creatives, audiences, and publisher groups using natural language commands.
For Madhive, the MCP server lays the groundwork for more advanced, agent-powered execution by allowing enterprises to bring local intelligence directly into their own tools, workflows and systems.
One fan is Michal Page, an Sr. VP of Digital Sales at Fox Television Stations. “Insights have always been at the core of how FOX drives performance in local markets. We’re excited that Maverick AI agents will not only enhance that capability, they will fundamentally accelerate it, turning insight into immediate action and performance at scale.”
