Madhive Selects AdImpact to Bring Competitive Spend Data To Local Media

Partnership gives broadcasters, agencies and local advertisers competitive intelligence on spend in their markets to plan, activate, and measure smarter omnichannel campaigns

Madhive, the only advertising platform purpose built for local performance, announced today that it has partnered with AdImpact to bring competitive spend data to the local media ecosystem. The partnership empowers local media sellers and buyers with a more granular understanding of advertisers investing in their markets across both linear and connected television (CTV), including the ability to drive incremental reach and target new audiences.

AdImpact provides competitive advertising spend data across broadcast, cable and streaming with coverage across 41,000 zip codes and 210 markets. By integrating these insights into Madhive’s local intelligence platform, media sellers and buyers in categories like automotive and political advertising gain greater visibility into competitive activity, including market share by advertiser, network, station, streaming app and markets. Searchable metadata fields provide a detailed view of advertising strategies across screens and markets, with breakdowns by brand taxonomy, advertiser, brand, product and parent company.

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The AdImpact data will be added to Madhive’s proprietary local intelligence layer, Maverick AI, which leverages over a decade of campaign, markets, and vertical insights. The partnership will help Madhive’s clients and teams identify who is spending and where opportunities remain untapped, enabling media sellers to uncover new revenue opportunities and buyers to plan and invest more strategically. These capabilities are particularly relevant amid the influx of political advertising dollars ahead of the 2026 midterm elections, as local media buyers compete for audiences and inventory across linear TV and streaming.

“Local advertisers need more than just CTV inventory—they require true market intelligence to pinpoint growth opportunities and maximize their media investments,” said Nicki Harkrider-Probey, Chief Revenue Officer at Madhive. “By integrating AdImpact’s robust competitive insights into our platform, we’re providing our clients with unprecedented visibility into local spending dynamics. This actionable data empowers them to uncover untapped revenue streams, optimize cross-channel planning and buying, and execute higher-performing campaign strategies across both linear and streaming.”

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“As ad dollars follow audiences to CTV, local advertisers need more than just reach, they need actionable intelligence on where their competitors are investing,” said Don Norton, General Manager, Data Solutions, AdImpact. “By bringing our competitive spend data to Madhive’s broadcaster and agency partners, we’re putting sharper planning and buying intelligence in the hands of the teams making local media decisions every day.”

According to BIA Advisory Services, U.S. local advertising spending is projected to reach $186.1 billion in 2026. As more of those dollars shift toward streaming, the partnership aims to democratize access to competitive spend intelligence, empowering local media sellers and buyers to plan smarter and compete more effectively as their omnichannel plans span linear TV, CTV and digital.