Partner Showtime: How Madhive and InMarket Are Bringing Big-Brand Targeting to Local Advertisers

What started as Madhive’s use of InMarket’s Visit Stream conversion data feed has grown into one of our most collaborative partnerships, built on continuous feedback, product iteration, and a shared goal of putting enterprise-grade targeting in the hands of local advertisers. Madhive’s Christiana Cacciapuoti, SVP of Growth, and InMarket’s Patrick Doyle, SVP of Measurement Partnerships, sat down to discuss how that relationship has evolved, and how InMarket’s data is helping Madhive deliver smarter, more targeted campaigns for its clients. Here are the key takeaways.

1. Visit Stream helps local advertisers compete like national brands 

Madhive has long relied on InMarket’s Visit Stream conversion feed to help local advertisers understand whether their campaigns are working, and how to make them better. Local targeting can be challenging precisely because it requires finding niche audiences repeatedly, across countless communities and data cuts. Madhive’s goal is to give the smallest advertiser in a community access to the same caliber of tools as the largest national brands. InMarket’s data is central to making that possible.

As Cacciapuoti put it, Madhive’s mission centers on the smaller advertiser:

That’s who we’re serving — somebody who owns a small business. Sometimes it’s large national advertisers, but that’s our core use case: how do we help power those small businesses?

2. A feedback loop built the workflow that made it possible

One of the biggest reasons the partnership has scaled so successfully is the feedback loop between Madhive and InMarket. Visit Stream was originally built for large national advertisers with location lists in the thousands. Madhive’s advertisers needed the opposite: a workflow that worked just as well for five locations as for five thousand. Madhive’s product and engineering teams provided feedback on how to improve the workflows to better suit those smaller, local clients. InMarket’s team took that feedback and built against it, creating a streamlined workflow that has allowed the team to scale at a massive pace in the past few years. 

3. Madhive’s Maverick AI learns from every campaign 

That collaborative approach extends beyond product development. It’s also shaping how Madhive uses AI, with InMarket’s data helping power the intelligence behind Madhive’s Maverick AI. Rather than treating AI as a standalone planning tool, Madhive built Maverick AI as the foundational layer powering its entire platform. The system learns from every stage of the campaign lifecycle, from planning and activation to measurement and renewal, using those insights to continuously improve future recommendations. With a decade of local campaign intelligence to train on, Maverick AI is designed to separate meaningful signals from noise at scale. InMarket plays an important role in that process, providing high-quality measurement signals that help fuel smarter decision-making over time.

That intelligence starts with quality data, and AI’s ability to make sense of it. As Cacciapuoti explained:

There is a lot that AI is bad at, but one thing it’s really good at is crunching massive amounts of data.

4. Winning partnerships are built on collaboration and empathy

Asked to define what it takes to win in today’s advertising landscape in one word, Patrick Doyle chose collaboration. The strongest partnerships are built on an ongoing feedback loop where both sides openly share what’s working, and what could work even better. 

Christiana Cacciapuoti chose business empathy: the ability to put yourself in your customers’ shoes, understanding their goals, and ultimately helping them deliver value to their own clients.  Together, the two words capture what’s made the Madhive-InMarket partnership successful, and what’s continuing to drive it forward. 

Doyle summed it up simply:

In any partnership, the best partners are the ones creating a feedback loop for us.

The Madhive–InMarket partnership demonstrates what’s possible when innovative technology and powerful data come together. By combining deep consumer intelligence with continuous product innovation, both teams are helping local advertisers unlock smarter targeting, stronger measurement, and campaigns designed to deliver real results.

Tune in to the conversation with Christiana here. Want to see how InMarket can help power your advertising strategy? Reach out to our team to learn more. Get in touch at InMarket.com/Contact