It calls itself a technology company “engineered for modern TV advertising.” As of today, it is poised to get a huge investment courtesy of the Private Equity business within Goldman Sachs Asset Management.

“Since inception, Madhive has been on a mission to modernise and simplify the ad-tech ecosystem. We purpose-built the Madhive platform in anticipation of the growth of streaming TV — investing in engineering, technology, and infrastructure,” said Adam Helfgott, Founder & CEO of Madhive. “Our growth stems from collaborating with partners to solve a host of their unique requirements. Through our fully end-to-end tech stack for TV advertising, media sellers and advertisers have the flexibility and tools to reach streaming audiences efficiently at scale.”

With its cash in hand, MadHive is turning its attention to measurement and attribution. If it can buy tech to make programmatic CTV more measurable, marketers will increase their spend.

We’re certainly humbled by the $300 million commitment,” Potts says. “MadHive is approaching a $1 billion dollar valuation. So that was a very meaningful conversation to us, to have them really trust us to run the business in full and be a partner that could sit on our board and could offer resources.

Why it matters: The investment signals momentum for an industry reeling from a market slowdown, and is one of the largest ad tech deals since January 2022, according to data from Luma Partners.

When the deal closes, Helfgott will step down as CEO and become a strategic advisor and chairman of the board. He will be succeeded as CEO by Spencer Potts, currently Madhive’s president.

Potts told Broadcasting+Cable that Madhive had only previously raised $7 million and wasn’t really looking for capital. It has revenue of about $125 million and is profitable, with between $40 million and $50 million in earnings last year.

The ISA has selected iSpot.tv as an audience and ad measurement partner to help quantify the total unique reach of the alliance and to lay foundations for utilizing iSpot’s streaming and cross-platform measurement capabilities as a possible currency.

The ISA will focus on the key areas measurement, distribution, and demand that all provide opportunity and challenge for independent streamers in the marketplace.

Measurement will help establish the overall reach of alliance members and work to establish collective value for platforms and brand marketers, including working with 3P measurement providers, aggregating viewership, and jointly messaging the virtues of the alliance that promotes our value to platforms and brand marketers.

Cineverse, Chicken Soup for the Soul Entertainment Join as Co-Founding Members to Newly Formed Independent Streaming Alliance (ISA)

The measurement group will work to help establish the overall reach of alliance members and collective value for platforms and brand marketers, including working with 3P measurement providers, aggregating viewership, and jointly promoting the value of members’ platforms to consumers and brands.

datafuelX, a specialist in analytics & technology provider in TV multi-currency solutions, has announced the launch of M3, a full-service SaaS platform designed to support and advance the TV industry’s shift to a more audience-centric, multi-currency marketplace.

The deal marks the latest investment by Goldman Sachs in TV and video ad tech, having recently poured $325 million into measurement firm iSpot, and $30 million in CTV specialist Innovid.

And so, on Monday, independent streamers, including Chicken Soup for the Soul, Tastemade, Revry, Future Today and kweliTV, banded together to form the Independent Streaming Alliance (ISA). By collectively marketing a combined 2,200 streaming endpoints to advertisers and distributors, the ISA hopes to help each platform better compete.

iSpot.tv – NBCU selected iSpot as its preferred ad currency platform over a year ago, boosting its marketing positioning, and given NBCU’s aggressive role in Open AP and the JIC, they would seem to have a legitimate “seat at the table” as the industry sorts through its alternative approaches.

Vizio also doesn’t keep its ACR data to itself, licensing it to others, such as partners like iSpot, to help build out currency-grade data sets. And Pond thinks it’s a philosophy that sets Vizio apart from others in the industry in its relation to ACR data, saying “the only way you can push the industry forward is by making the data available to the people that need it to do their jobs.”

Despite economic headwinds and stubbornly high inflation, UK shoppers’ online spend intentions remain resilient, led by younger consumers, new data from Wunderkind, the leading performance marketing solution that scales one-to-one messages for retailers and brands, reveals.

Introducing the Independent Streaming Alliance (ISA), which as of today aims to serve as a “procompetitive independent industry forum” with a mission to proactively engage and work collaboratively with consumers, platforms, regulators, and media.

Among ISA’s stated goals will be highlighting minority owned businesses including, among their charter members, the Allen Media Group, Future Today, and kweliTV. In addition, the group will promote diverse programming. Damian Pelliccione, co-founder and CEO at Revry, added, “The FAST space has been an exciting and important outlet for diverse and underrepresented communities over the past few years.

Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by TV measurement company iSpot.tv.