FOX, Scripps, TEGNA Link With MadHive For ‘Frequency Control’


Frequency control remains one of the biggest pain points in TV advertising.

Now, three major broadcast TV station owners are addressing this issue. It involves the use of a “full stack solution” — an infrastructure-as-a-service adtech platform designed to increase local reach.

Consider it a programmatic vitamin now in place at FOX Television Stations, properties owned by The E.W. Scripps Co. and at TEGNA TV stations, courtesy of MadHive.

FOX, Scripps and TEGNA are now tapping MadHive’s full stack solution to address this problem.

MadHive’s platform has incorporated tools for fraud detection, attribution, audience based-buying and delivery guarantees. Now, MadHive is offering the clients its “Audience Forecaster” platform.

The company says it can help the TV station owners in measure and control frequency across providers and DMAs.

There’s also the lingering issue of transparency for OTT and Connected TV, areas where broadcast TV companies are growing thanks to the availability of local news programming through station apps and platforms including Haystack TV and NewsOn.

MadHive CEO Adam Helfgott says, “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. Developing an accurate forecasting methodology involves building a robust technical infrastructure capable of ingesting, organizing, and optimizing billions of signals.”