“Madhive represents a major leap forward in this regard, equipping TV buyers with a programmatic solution built specifically for the dynamic streaming advertising marketplace, providing the ability to optimize campaigns in real-time based on performance and desired outcomes.”

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“We’re still not at a point where we know how sort of a broadcast impression versus a cable impression versus a CTV [connected television] impression is counted,” Kristin Wnuk, vice president of sales at Madhive, said in this interview with Beet.TV contributor Tameka Kee. “Once the industry can align on that, we need to then look at, well, how are we transacting?”

“Right now, we see our clients leaning into creator marketing to help fuel efforts across paid, owned and earned,” said Tim Sovay, chief business development and partnerships officer at CreatorIQ, the influencer marketing platform powering efforts for advertisers like Unilever and AB InBev. “One of the big reasons for this is that creator content consistently outperforms traditional brand creative. Not to mention, it's also more efficient to produce at scale.”

Modern TV advertising technology company, Madhive, hired Kristin Wnuk as its senior vice president of sales. A former Roku and Hulu executive, Wnuk will build on the company’s success powering streaming campaigns for localized broadcasters and advertisers, while also providing an entry point for national brands and adtech companies to utilize Madhive’s technology.

“Brand-lift studies were not part of the conversation in influencer marketing five years ago,” Tim Sovay, chief BD and partnerships officer and COO at influencer marketing software platform CreatorIQ, told us.