Madhive Enhances Data Partnership with Datonics, the Industry’s First Certified CarbonNeutral® Data Provider

Over 1,000 Datonics data segments are now live within Madhive’s Data Marketplace, giving buyers even more ability to reach desired audiences across local CTV

Audience data company and the industry’s first CarbonNeutral® data provider Datonics, has expanded its partnership with Madhive, the only unified operating system for local media, to help advertisers more effectively target and reach audiences across local CTV. Buyers can now access over 1,000 Datonics audience segments directly within Madhive’s data marketplace, including niche personas, commerce behaviors, lifestyle interests, and more—enhancing precision targeting across local CTV campaigns.

“Local advertisers need every dollar to work harder—and that starts with precision. At Madhive, we’re committed to empowering local TV advertisers with smarter, more efficient ways to reach their audiences. By deepening our partnership with Datonics, we’re bringing advanced targeting to our platform, enabling all advertisers to connect with the right consumers at the right time. Datonics’ granular, high-quality data and shared commitment to sustainability make them a natural fit as we help modernize local advertising for a more effective and responsible future,” said Luc Dumont, SVP of Business Development at Madhive.

“By extending the availability of our data through Madhive’s platform, we are partnering with a leader in local CTV and helping businesses to reach customers through this growing channel,” said Michael Benedek.

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These new segments are the latest addition to Madhive’s Data Marketplace, which enables advertisers to connect directly with curated audience segments, including behavioral, demographic, and transactional data, and more. Through partnerships with top-tier data providers, the marketplace offers high-quality audiences at efficient costs, leading to higher match rates and broader reach for marketers. With access to nearly every CTV household, the marketplace enables hyperlocal targeting down to the zip code and congressional district level.

Datonics recently became the first audience data company to be certified as a CarbonNeutral® Enterprise. Datonics has invested in verified carbon removal, avoidance and reduction projects with Climate Impact Partners and followed the CarbonNeutral® Protocol. To further its commitment to sustainability, Datonics is also a member of The Climate Registry, a global non-profit organization that provides public and private companies with a publicly accessible registry of Greenhouse Gases (GHG) data. Datonics is also a supporter of the US chapter of Ad Net Zero, an organization devoted to helping companies reduce the carbon emissions from advertising operations.

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“The local CTV market presents a lot of opportunity to advertisers – both local and national. By extending the availability of our data through Madhive’s platform, we are partnering with a leader in local CTV and helping businesses to reach customers through this growing channel. Our focus on sustainability provides an added benefit of reducing the overall carbon footprint of advertising initiatives,” said Michael Benedek, CEO, Datonics. “Through our expanded partnership, we hope that advertisers are able to experience better results with their campaigns by reaching precisely those audiences that are right for their products and services.”