Madhive Invests in Precise.AI, Underscoring Commitment to Data-Driven Innovation for Local Media

Madhive, the only operating system built for local media, announced a strategic equity investment in Precise.AI, an AI-powered data collaboration company. As part of this move, Jim Wilson will become CEO of Madhive. Meanwhile, Spencer Potts, the current CEO, will take over as CEO of Precise.AI. This investment shows Madhive’s commitment to the future of local advertising. They focus on AI, advanced data solutions, and measurable results. These efforts aim to boost ROI for clients.

“Madhive’s mission has always been to democratize access to best-in-class technology to drive results for local advertisers of all sizes,” said Jim Wilson, CEO of Madhive. “Building on the success of Madhive’s Data Marketplace and our award-winning innovation with Maverick AI, this partnership with Precise.AI marks the next step in making data the engine of smarter, more effective advertising. By combining Madhive’s local-first solutions with Precise.AI’s privacy-first infrastructure, we will deliver unmatched transparency and performance for our clients.”

Wilson has been instrumental in Madhive’s evolution since its inception, having founded and led Premion, Madhive’s first client. After joining the company’s board in 2023, he came on full time as President in 2024. Over the past year, Wilson has spearheaded major initiatives to expand Madhive’s local media offering, including:

Acquiring Frequence in June 2024, the leading omnichannel ad sales enablement and workflow platform, consolidating operations into a single, unified system for local media.

Launching Maverick AI, the industry’s first enterprise intelligence layer powering media sales from pitch to payment.

Expanding the Madhive Data Marketplace, forging new partnerships with Samba TV, Polk, and Experian to enhance audience precision.

Earning industry recognition, including Think LA’s Partner Campaign of the Year and AdExchanger’s 2025 Award for Most Innovative Use of CTV Technology.

Wilson has a strong history of building and growing successful businesses. He works on improving Madhive’s market strategy. He also builds stronger customer relationships and brings in more partners.

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He has led companies like Atari as Global CEO, TouchTunes as COO, and Talon North America as CEO. He aimed for growth by making smart acquisitions and expanding client bases. He also serves as a board member at Audacy and Chairman of GSTV. Spencer Potts will lead Precise.AI as CEO in this strategic investment. Since joining Madhive in 2020 and becoming CEO in 2023, Potts has helped grow Madhive. He transformed it from a startup into a leading DSP that runs thousands of campaigns every day. His leadership led to a key investment from Goldman Sachs Alternatives in 2023.

This strengthened Madhive’s position in the market. In his new role, Potts will grow Precise.AI. He will also work with Madhive to boost data-driven innovation in local advertising.

The integration of Precise.AI’s federated data collaboration technology with Madhive’s local-first DSP will deliver:

• Optimized Campaign Insights – Get real-time Proof-of-Performance logs. These logs show which campaigns and segments bring the highest ROI.
• Comprehensive Attribution – Deterministic, multi-touch attribution that captures the complete customer journey.
• Enhanced Trust and Transparency – Data provenance is cryptographically verified. This ensures reliability, accuracy, and accountability.
• Stronger Market Position – A unified intelligence layer that establishes a new industry standard for privacy-safe, high-performance advertising.

“It has been a privilege to be part of the leadership team that grew Madhive from its startup days to the leading technology company for local media,” said Spencer Potts, CEO of Precise.AI. “I am excited to return to my entrepreneurial roots and build Precise.AI. Precise.AI represents a new chapter for advertising. By creating an open system for verifiable collaboration, we are giving every player in the ecosystem the ability to measure, optimize, and be rewarded, with trust at the center as we redefine how brands leverage data securely and effectively. Together with Madhive, we are setting a new standard for data-driven local advertising.”

Precise.AI is developing the industry’s intelligence layer for secure, collaborative data innovation. The platform is built on a decentralized network. This lets agencies, brands, and publishers work together. They keep full control and ownership of their data. This model ensures privacy-safe activation and verifiable attribution. It also offers lifetime value incentives that reward contributors for their insights. This creates a clear and future-ready base for the next era of data-driven advertising.