Madhive Partners with Datonics to Power Smarter, More Sustainable Local CTV Advertising

Madhive, the leading unified operating system for local media, announced an expanded partnership with Datonics, the industry’s first CarbonNeutral®-certified audience data provider. This collaboration strengthens Madhive’s data marketplace by offering advertisers direct access to more than 1,000 high-quality Datonics audience segments—enabling more accurate, effective, and responsible targeting across local Connected TV (CTV) campaigns.

Datonics’ rich dataset includes detailed audience personas based on consumer behaviors, lifestyle interests, and purchase intent, giving advertisers the tools they need to reach niche and hyperlocal audiences with greater precision. These segments are now seamlessly integrated into Madhive’s Data Marketplace, a centralized hub that connects marketers to curated audience data spanning behavioral, demographic, and transactional insights.

“Local advertisers need every dollar to work harder—and that starts with precision. At Madhive, we’re committed to empowering local TV advertisers with smarter, more efficient ways to reach their audiences. By deepening our partnership with Datonics, we’re bringing advanced targeting to our platform, enabling all advertisers to connect with the right consumers at the right time. Datonics’ granular, high-quality data and shared commitment to sustainability make them a natural fit as we help modernize local advertising for a more effective and responsible future,” said Luc Dumont, SVP of Business Development at Madhive.

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Through its partnerships with leading data providers like Datonics, Madhive offers advertisers broad reach, higher match rates, and improved campaign performance—all within a privacy-safe, brand-safe ecosystem. The platform supports hyperlocal targeting capabilities down to ZIP codes and congressional districts, allowing local and national brands alike to reach their desired audiences with unmatched precision across CTV environments.

Datonics recently achieved a significant milestone by becoming the first audience data company certified as a CarbonNeutral® Enterprise. This certification, conducted in partnership with Climate Impact Partners, reflects verified investments in carbon removal, reduction, and avoidance projects. The company has also joined The Climate Registry, a respected non-profit dedicated to transparent greenhouse gas (GHG) reporting, and supports Ad Net Zero US, an industry-wide initiative focused on reducing advertising-related carbon emissions.

“The local CTV market presents a lot of opportunity to advertisers – both local and national. By extending the availability of our data through Madhive’s platform, we are partnering with a leader in local CTV and helping businesses to reach customers through this growing channel. Our focus on sustainability provides an added benefit of reducing the overall carbon footprint of advertising initiatives,” said Michael Benedek, CEO, Datonics. “Through our expanded partnership, we hope that advertisers are able to experience better results with their campaigns by reaching precisely those audiences that are right for their products and services.”

This partnership expansion reflects a growing demand among advertisers for solutions that deliver both performance and purpose. By combining advanced audience intelligence with sustainable business practices, Madhive and Datonics are setting a new standard for innovation and responsibility in local CTV advertising.