Madhive acquires omnichannel ad sales firm Frequence

Technology company Madhive has announced the acquisition of omnichannel ad sales provider, Frequence, for an undisclosed sum.

Despite, the terms of the deal not being disclosed, the partnership will combine the two key players in local digital advertising, creating a comprehensive platform for national, regional, and local advertisers to deliver precise, geo-targeted messages across various channels including streaming TV, search, online video, display, audio, out-of-home, and social media.

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As a result, the combined company will provide a client-first, streamlined, and integrated platform featuring end-to-end planning, creative production, activation, and measurement.

Together, Madhive and Frequence will serve the majority of the local media market, with over 30,000 advertisers running campaigns using their technology daily, the company stated.

As a result of the partnership, Madhive’s enterprise clients will gain access to new channels beyond CTV and digital video, including display, out-of-home (OOH), audio, and more.

Whereas, Frequence customers will benefit from Madhive’s CTV capabilities, enhancing performance for advertisers in their largest and fastest-growing channel.

This offering will also create new opportunities for independent agencies and media holding companies providing a unified platform to reach niche, local audiences at a national scale.

Madhive CEO, Spencer Potts, said: “Madhive has always focused on empowering local media markets by building best-in-class technology to power local digital campaigns at every scale – from national reach to zip code precision.

“Frequence built a complimentary platform that focuses on streamlining the planning and execution of local campaigns across channels. This acquisition combines two like-minded companies, marking the next step in Madhive’s journey to become the digital hub for the entire small and medium business (SMB) market. While CTV will always be at our core, our vision is to provide best-in-class omnichannel solutions that deliver results across the entire sales funnel.”

Frequence CEO, Tom Cheli, added: “We are thrilled to announce that Frequence has been acquired by Madhive, marking an exciting milestone in our journey. With this acquisition, we envision transformative opportunities for our customers and their advertisers.

“Over the past fourteen years, Frequence developed the leading omnichannel advertising sales platform through relentless innovation and the integration of cutting-edge technology. Now, together with Madhive, we are surging forward by uniting our unique strengths to establish the leading digital advertising hub for local media companies.”