The local Connected TV (CTV) space is accelerating — and two key players are doubling down on their efforts to push it forward. Madhive and VIZIO’s Inscape have expanded their partnership, giving local advertisers access to even more advanced tools for planning, targeting, and measurement.

This extension builds on a long-standing collaboration between the two companies and includes a major industry first: Madhive is the first DSP to gain access to Inscape’s newly released audience segments as they’re made publicly available for the first time.

“With this latest milestone, we’re giving local advertisers the tools they need to plan smarter, target more precisely, and measure true campaign impact,” said Murphy Vandemotter, Director of Data Operations at Madhive. “Inscape’s deep viewership data doesn’t just improve campaign efficiency—it also levels the playing field, allowing local businesses to operate with the kind of sophistication traditionally reserved for national brands.”

Closed-Loop Targeting Built off Smarter TV Data

Madhive, the leading operating system for local CTV advertising, has worked alongside Inscape – a leader in currency-grade smart TV data – since 2019. This latest data license takes their partnership to new heights.

“Inscape has always had a commitment to innovating and we’re thrilled to continue to work alongside Madhive to create even more opportunities in the local CTV space with this partnership,” said Rich Guinness, Associate Director, Data Licensing, Inscape. “It was only a few years ago that local was in a state of transition, but Madhive’s leading operating system built for local media, bolstered by high-fidelity data, has helped change that and they continue to revitalize this market by providing clients with the innovative tools they need to win.”

A Win for Local Media

With enhanced access to Inscape’s 25+ million opted-in devices, Madhive is redefining how advertisers plan, activate, and measure their campaigns. Gone are the days of relying solely on reach and frequency metrics. Now, brands can:

• Plan with more context, using granular viewership data to inform strategy.
• Target and suppress audiences based on specific viewing behavior—including genre, daypart, or even individual networks.
• Measure performance more accurately, tracking what audiences were exposed to and how that exposure drives business outcomes.
• Gain competitive insight, helping advertisers understand where they stand in the market and how to adapt.

This unlocks a full-funnel approach to CTV advertising—one that goes beyond reach and frequency and gives brands visibility into what’s actually driving results.

This expanded partnership equips local advertisers with capabilities that were nearly impossible just a few years ago. It’s a shift that empowers businesses—small and large—to compete in today’s fast-moving media landscape with more clarity, control, and confidence.