The Ally – A content series from Alliant showcasing viewpoints from today’s top thought leaders moving the audience and advertising industry forward.
Hear from the industry’s top movers and shakers as they share their unique perspectives on audience data, the advertising landscape, and their personal approach to navigating our evolving industry. At Alliant, we are always excited to bring forward viewpoints from ally brands that share our same passion for innovative audience solutions.
In this Q&A edition of The Ally, Murphy VandeMotter, Director of Data Operations at Madhive, shares her stance on audience data, industry challenges, opportunities, and expectations.
Audience data is essential to Madhive’s mission and vision. It’s the backbone of what we do in helping local advertisers reach consumers in a way that feels authentic and impactful, especially when it comes to connecting small businesses with people who genuinely care about supporting them.
In recent years, we’ve placed heavy importance on developing Madhive’s Data Marketplace with direct partnerships with top-tier data providers. This provides our local broadcaster, agency, brand, and publisher clientele the ability to connect to over 15,000 audience segments, spanning behavioral, demographic, transactional data, and more. Our partnership with Alliant provides TV advertisers with access to a full taxonomy of 2,600+ optimized-for-TV audiences, that offer premium quality, match rates and scale.
Madhive seeks partnerships with data providers who prioritize high-quality, privacy-compliant data segments. Alliant shares this commitment and employs first-class data privacy and compliance processes that enables Madhive to deliver CTV ads at scale while adhering to privacy standards. Alliant’s rich behavioral and transactional data allows local advertisers to effectively reach in-market consumers and drive full-funnel KPIs. Beyond overall data quality and performance, we seek out partners doubling down on TV-specific targeting solutions, like Alliant’s 265+ viewership and subscriber audiences.
High-quality data enables advertisers to build highly specific audiences for precision targeting. While CTV advertising often extends the reach of traditional TV, which typically targets broad audiences, using data based on consumer purchase behaviors or life stages allows for a more effective campaign by reaching the right audiences at the right time.
Right now, audiences are more fragmented than ever, making it harder to efficiently reach audiences and create a cohesive customer journey. Madhive was created to assist local broadcasters in transitioning to streaming while enabling their advertisers to connect with audiences and communities. With Madhive’s recent acquisition of Frequence, we are helping content owners extend the emotional impact of TV ads to additional channels, optimizing the customer journey to increase the efficiency of ad dollars and drive outcomes.
Ultimately, what keeps me up at night is ensuring that our platform doesn’t just generate data but that it drives meaningful outcomes for both marketers and consumers watching TV. I want those watching to connect with the brands that genuinely serve their communities and make a positive impact on their lives.
TV remains one of the most powerful advertising mediums, known for its unmatched ability to create emotional connections that drive real business outcomes. Madhive sees tremendous potential to extend these CTV-first campaigns to additional channels such as search, online video, display, audio, out-of-home, and social, and optimize efforts against full-funnel outcomes. By uniting digital, social, connected TV, and traditional media channels, these businesses can build a 360-degree advertising experience that resonates with audiences in ways that were once out of reach.
Our platform is built on an advanced, CTV-focused device graph and a real-time bidder powered by machine learning—engineered to deliver the most impactful impressions at optimal CPMs. Both technologies are privacy-centric, leveraging IP-based tracking rather than relying on third-party cookies, creating a sustainable, future-proof approach.
Since inception, our bidder and device graph have been grounded in IP-based technology, allowing us to comply seamlessly with stringent data privacy regulations like GDPR and CCPA. Our identity graph enables seamless cross-device attribution, linking CTV ad impressions to actions on mobile and desktop devices. This powerful capability empowers Madhive’s clients to connect CTV campaigns directly to measurable outcomes, making it easier to justify ad spend and drive value.
While linear TV typically only reserves two minutes for local advertising every hour, in the next few years I think we’re going to see an inherent shift where all TV advertising becomes “local”. As viewership continues to shift to streaming, the targeting capabilities are allowing marketers to leverage hyper-local, geo-based targeting to add a new layer of efficiency.
For example, national brands can now target TV households down to communities and ZIP codes. Once buyers hit their KPIs in a household, they can shift budgets in real-time to focus on someone else in their target audience (whether they are down the street or in a completely different state). For national brands with a local presence—like Yelp, Nextdoor, Uber, and restaurant chains such as McDonald’s—this new level of efficiency for reach and frequency efforts can equate to millions of dollars every year. Local advertisers, on the other hand, can tap into these pools of premium programmatic inventory, which allows the mom-and-pop shop down the street to leverage a level of sophistication that rivals big brands.
Madhive is expanding its focus on small and medium-sized businesses, offering enhanced data targeting and measurement capabilities. For our advertisers, real-time targeting and optimization are more critical than ever. Madhive is giving local advertisers the ability to reach relevant audiences and measure the outcomes, no matter the size of the brand. We’re dedicated to building resilience into our identity graph, ensuring that Madhive continues to deliver reliable, effective targeting and measurement solutions.
Murphy VandeMotter is a seasoned advertising professional with over 8 years of industry experience, currently serving as the Director of Data Operations at Madhive. Murphy has spent two years driving innovation at Madhive where she oversees critical areas such as identity, measurement, and data relationships.
Murphy's expertise lies in building impactful solutions that bridge the gap between technology and meaningful consumer experiences. She is passionate about the intersection of advertising and local business, leveraging her role to create data pathways that support small businesses and strengthen communities. Her dedication to enhancing how advertisers connect with consumers is matched by her commitment to fostering growth in the rapidly evolving advertising landscape.
We hope you found this edition of the Ally informative. If you would like to connect with Alliant and discuss audience data and advertising possibilities, please reach out. We would love to hear from you!