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MadHive, an enterprise software platform that powers modern media, is launching an Audience Forecaster tool to address industry-wide problems like frequency control and transparency for OTT, CTV. The feature set integrates into MadHive’s full stack offering that currently powers local reach extensions efforts for broadcasters including Fox, Scripps and Tegna.
“The concept of delivery guarantees is a longstanding tradition in the world of linear, but delivery can be difficult to predict in the programmatic landscape,” says Adam Helfgott, CEO of MadHive. “Developing an accurate forecasting methodology involves building a robust technical infrastructure capable of ingesting, organizing, and optimizing billions of signals. I’m proud of the hard problems we’ve solved under the hood that allows us to provide superior solutions for our customers.”
MadHive says its position as a full stack solution gives the company access to data from more than 300 billion monthly avails, allowing the Audience Forecaster to provide AI-driven recommendations and customizable control settings to offer an accurate prediction of campaign delivery. Additionally, MadHive’s solution provides real-time data against a variety of parameters including:
Geography: DMA, ZIP code, political districts, etc. Demographic: age group, household income, education, etc. Behavioral: purchase intenders, interest groups, etc. Campaign Constraints: Frequency across providers, max goals per provider, etc.
“Fully adopted third-party OTT and CTV measurement does not exist today,” Helfgott says. “Since every OTT device has return path data, 3rd party measurement companies have had a difficult time convincing digital-savvy buyers that their methodology of measuring is accurately representative of