MadHive is a full-stack programmatic advertising startup that is redefining the future of TV advertising. The company operates in the rapidly growing market of Connected TV (CTV) advertising, serving a diverse clientele that includes broadcast groups, brands, agencies, and ad tech platforms.

The company's business model revolves around providing a comprehensive suite of tools for modern TV advertising. These tools enable clients to plan campaigns, predict performance, build Request for Proposals (RFPs), and adjust dayparting, which is the scheduling of TV ads at different times of the day to reach specific audiences.

MadHive's platform also offers advanced custom reporting, brand lift, and web and mobile attribution. This means it can track the effectiveness of an ad campaign across different platforms and provide detailed reports to clients, helping them make faster and more informed decisions.

The company's unique selling point is its decisioning engine and data mapping capabilities, which cover 100% of Over-The-Top (OTT) markets across 210 domestic Designated Market Areas (DMAs) in the US. This allows clients to target hard-to-find audiences with high precision, thereby improving their ad campaign performance.

MadHive's revenue comes from the fees it charges clients for using its platform and services. The company also offers customizable solutions, allowing clients to bring their own data, order management systems, or deal IDs, which are unique identifiers for digital ad transactions.

In summary, MadHive is a forward-thinking startup that is leveraging technology to revolutionize TV advertising. It offers a comprehensive suite of tools that empower clients to plan, execute, and measure the effectiveness of their ad campaigns with unprecedented precision and speed.

Keywords: Programmatic Advertising, Connected TV (CTV), Over-The-Top (OTT), Designated Market Areas (DMAs), Campaign Planning, Performance Prediction, Custom Reporting, Brand Lift, Web and Mobile Attribution, Customizable Solutions.