Gray Media, the largest owner of top-rated local television stations and digital assets in the United States, has announced a strategic partnership with Madhive, a leading DSP and AI solutions provider built for local media. The collaboration is designed to strengthen Gray Media’s advertising capabilities by enabling more data-driven planning, activation and optimization of campaigns for local businesses and agencies nationwide.
The partnership reflects a broader industry shift toward AI-powered advertising infrastructure that enhances performance, efficiency and audience targeting at the local level.
Gray Media has partnered with Madhive to enhance its local advertising capabilities.
The collaboration integrates Madhive’s DSP and AI solutions into Gray Media’s advertising ecosystem.
Gray gains access to Maverick AI for advanced planning, optimization and measurement.
The platform enables unified campaign workflows across activation and performance tracking.
Advertisers gain access to premium streaming inventory from major publishers like Disney, Roku and Paramount.
The partnership includes fraud protection, audience intelligence and political targeting tools.
The partnership brings together Gray Media’s extensive local broadcasting footprint with Madhive’s full-stack advertising platform. This integration allows advertisers to execute more efficient and performance-focused campaigns by combining trusted local audience relationships with advanced AI-driven advertising technology.
Through this collaboration, Gray Media aims to improve campaign planning, activation and measurement across its portfolio, enabling advertisers to achieve stronger outcomes with streamlined workflows.
A key component of the partnership is Madhive’s Maverick AI, an enterprise intelligence layer designed to enhance advertising performance through data-driven insights and automation.
Gray Media will leverage Maverick AI to improve decision-making across the campaign lifecycle, including planning, optimization and reporting. The system analyzes billions of data points collected from a decade of local advertising performance, enabling more precise and actionable insights for advertisers and media operators.
Mike Braun, Chief Digital Officer of Gray Media, said:
“At Gray, we've built our business on a commitment to innovation and collaboration. Partnering with Madhive aligns with our vision for the future of local media, providing the technology and insights needed to drive smarter planning, greater efficiency, and stronger outcomes. We look forward to working together to diversify and accelerate innovation across our portfolio.”
As part of the partnership, Gray Media will gain access to Madhive’s broader ecosystem of advertising capabilities, including premium streaming and video inventory, advanced audience intelligence and political targeting datasets.
These resources include access to leading publishers such as Disney, Paramount, Roku, Tubi and Warner Bros. Discovery, as well as in-game live sports inventory.
The platform also integrates data partnerships with providers such as L2, Tunnl, Data Trust and TargetSmart, enabling advertisers to refine targeting and improve campaign precision across local markets.
Madhive’s platform is designed specifically for the operational needs of local media organizations. It supports the full advertising lifecycle, including campaign planning, execution, optimization and measurement.
Key components of the platform include:
Maverick AI Agents that integrate intelligence directly into campaign workflows
Advanced audience intelligence powered by a proprietary data marketplace and device graph
Fraud Free Guarantee for transparent and verified campaign delivery
Omnichannel capabilities supporting TV, streaming and digital advertising
This infrastructure enables media companies to manage large-scale campaign volumes while maintaining precision and performance at the local level.
According to Madhive CEO Jim Wilson, the partnership reinforces the importance of local media in the evolving advertising landscape.
“Gray Media's trusted local brands and deep regional relationships are prime examples of the critical role local media plays in our communities. With the right technology, that trusted connection to communities is what ultimately drives outcomes for advertisers. Local outcomes start with local delivery. Madhive is - and always has been - committed to best in class local campaign delivery, and democratizing access to the same enterprise-grade technology, intelligence, and automation that has historically been reserved for national brands, while maintaining the local expertise and market knowledge to move the needle on real business outcomes.”
As advertisers increasingly demand measurable performance and automated optimization, partnerships like this highlight the growing role of AI-driven platforms in modernizing local advertising infrastructure.
About Madhive
Madhive is the leading DSP and AI solutions partner built specifically for local media, brands, and agencies. Its unified operating system empowers media organizations to sell, plan, activate, optimize, and measure advertising campaigns across channels. Powered by Maverick AI and more than a decade of proprietary local intelligence, Madhive helps advertisers drive better outcomes while enabling media companies to scale revenue, improve operational efficiency, and unlock new growth opportunities. Trusted by many of the nation's leading media organizations, Madhive powers 50,000+ campaigns every day.
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