Madhive Acquires Frequence


Madhive, a NYC-based technology company for local Connected Television advertising (“CTV”), acquired Frequence, Inc., a Mountain View, CA-based provider of omnichannel ad sales enablement and workflow software for local media companies and agencies.

The amount of the deal was not disclosed. It follows Madhive’s recent $300m investment from Private Equity at Goldman Sachs Alternatives to accelerate growth and expansion into new channels beyond the local CTV space.

The acquisition expands Madhive’s focus from CTV to other channels to maximize reach and drive outcomes with local audiences and allow advertisers to streamline omnichannel planning, data and audience targeting, campaign execution and creative tools.

Led by CEO Tom Cheli, Frequence provides an end-to-end platform for media companies and agencies to grow and automate their advertising sales and operations while integrating owned and operated media. Through its full-stack proposal, workflow and campaign-management software, it drives revenue with tools to sell, optimize and report omnichannel advertising campaigns.

Led by CEO Spencer Potts, Madhive is a technology company engineered for modern TV advertising. Through its self-service platform, which includes an in-house bidder, device graph, and real-time optimization engine, advertisers can automate the ad buying process into one operating system. This allows advertisers to plan, target, activate, and measure their campaigns with greater accountability, reach, and control. It is used by the leading local content owners, creators, and distributors as well as national agencies and brands, powering millions of dollars in media across 20,000+ daily campaigns. Madhive powers hundreds of millions in media spend for major media companies like Fox, Tegna, Scripps, Katz, and agencies like Lifebrands.