UPDATED 03:00 EDT / OCTOBER 06 2021

CLOUD

MadHive to expand Google Cloud deployment in $100M deal with consultancy SADA

Digital TV advertising platform provider MadHive Inc. has announced another megabucks deal with the Google Cloud consultancy firm SADA Systems Inc.

The company is expanding its use of Google Cloud in a big way, it said in an announcement today, having agreed to a $100 million deal aimed at supporting its growth and enhancing its security, analytics and compliance.

MadHive said its digital TV advertising infrastructure is growing fast and it needs lean more heavily on Google Cloud in order to support that growth. The company first contracted with SADA Systems to expand its use of Google Cloud in July 2020 at the height of the COVID-19 pandemic, and now it’s doubling its previous investment.

By doing so, MadHive said, it will strengthen its ability to bake in fraud detection and prevention capabilities within its platform. The company already claims to be the most accurate forecaster in over-the-top media advertising, with features that allow customers to predict the success of ad campaigns against specific audience inventories.

It also provides advanced targeting capabilities that comply with regulations such as Europe’s General Data Protection Regulation and the California Consumer Privacy Act. By expanding its investment in Google Cloud, MadHive said, it will improve those capabilities and extend them to more customers.

Another benefit of MadHive’s ongoing commitment to Google Cloud is that its platform is interoperable across various screens and channels, including digital out-of-home, digital audio and digital display, it said.

MadHive Chief Executive Adam Helfgott said his company has experienced a period of “hypergrowth” during the pandemic as more broadcasters and brands adopt its platform to power cross-channel advertising.

“This increased investment in SADA and Google Cloud will allow MadHive to create an even stronger infrastructure that allows for lightning-speed insights and campaign optimizations, while solving widespread industry problems like fraud, transparency, privacy and interoperability for our clients,” he said.

MadHive also revealed that, thanks to its earlier investment in SADA and Google Cloud, it has already saved more than 60% on cloud services costs by building systems that scale up more efficiently.

“Our extensive expertise in scaling Google Cloud operations will allow MadHive to spend its time more effectively researching, iterating and deploying technology that is revolutionizing the advertising industry,” said SADA CEO Tony Safoian. “Our team of cloud experts support MadHive with everything from implementation and scaling to cost optimization, security and problem solving with Google Cloud engineers.”

Image: Google Cloud

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