Madhive has integrated AdImpact's competitive advertising spend data into its Maverick AI platform to provide local media buyers and sellers with granular market intelligence. The partnership aims to improve cross-channel planning and ad targeting across linear and connected TV, particularly for the 2026 midterm election cycle.
This integration provides local broadcasters and agencies with the transparency typically reserved for national digital campaigns, allowing for real-time adjustments as political spending surges. By merging competitive linear and CTV intelligence, Madhive is positioning its Maverick AI as a critical tool for capturing incremental reach in a fragmented local ecosystem. This move reflects a broader industry shift where local media sellers must prove cross-platform value to compete with national programmatic desks. Watch for whether this granular data leads to a faster migration of traditional local political budgets from broadcast to ad-supported streaming tiers in key swing markets.
The push for unified workflows is accelerating across the industry, as seen in recent efforts to target unified linear and digital workflows to streamline ad operations. This trend is further supported by local TV workflow automation initiatives currently being adopted by broadcasters to manage complex ad inventory.
Madhive has integrated AdImpact local competitive spend data into its Maverick AI platform to enhance political ad targeting. By providing granular intelligence across 210 U.S. markets, the partnership enables media buyers to track market share and identify revenue opportunities across linear and connected TV ahead of the 2026 midterm cycle.
Madhive is integrating AdImpact local competitive spend data, which includes searchable metadata like brand taxonomy, parent company, and specific product spend across 41,000 zip codes.
According to BIA Advisory Services, U.S. local advertising spending is projected to reach $186.1 billion during the 2026 midterm cycle.
The integration allows media buyers to track market share by station and streaming app, enabling cross-channel planning and the identification of untapped revenue opportunities across linear and connected TV.
The AdImpact local spend data is being integrated into Madhive's Maverick AI platform.
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