Madhive, the only operating system designed specifically for local media, has made a strategic equity investment in Precise.AI, an AI-powered data collaboration company. The deal also comes with leadership shifts: Jim Wilson assumes the role of Madhive CEO, while current CEO Spencer Potts transitions to lead Precise.AI.
The move underscores Madhive’s mission to modernize local advertising through AI, advanced data solutions, and privacy-first infrastructure—aiming to maximize campaign outcomes, performance, and ROI for advertisers of all sizes.
AI and Data at the Core of Local Advertising
Jim Wilson, Madhive’s new CEO, framed the partnership as a natural evolution of the company’s growth: “By combining Madhive’s local-first solutions with Precise.AI’s privacy-first infrastructure, we will deliver unmatched transparency and performance for our clients.”
Wilson has been integral to Madhive’s rise, from his tenure on the board to his role as President, overseeing key initiatives such as:
- Integrating Frequence, an omnichannel ad sales enablement platform, into Madhive’s unified OS for local media.
- Launching Maverick AI, the enterprise intelligence layer powering media sales from pitch to payment.
- Expanding Madhive’s Data Marketplace through partnerships with Samba TV, Polk, and Experian.
- Garnering industry recognition, including Think LA’s Partner Campaign of the Year and AdExchanger’s 2025 award for innovative CTV technology.
Wilson’s extensive background spans leadership at Premion, Talon, Atari, and TouchTunes, where he scaled operations and executed strategic acquisitions. His appointment signals Madhive’s ambition to further expand its footprint in local advertising.
Precise.AI: Privacy-First Data Collaboration
Spencer Potts, stepping into the CEO role at Precise.AI, will lead the next phase of innovation for the AI-powered data collaboration company. “Precise.AI represents a new chapter for advertising,” said Potts. “By creating an open system for verifiable collaboration, we are giving every player in the ecosystem the ability to measure, optimize, and be rewarded—trust at the center.”
Precise.AI’s platform uses a decentralized, federated network that enables brands, agencies, and publishers to collaborate while retaining sovereignty over their data. Key capabilities include:
- Optimized Campaign Insights: Real-time Proof-of-Performance logs highlight top-performing campaigns and audience segments.
- Comprehensive Attribution: Deterministic, multi-touch attribution illuminates the full customer journey.
- Enhanced Trust and Transparency: Cryptographically verified data ensures reliability and accountability.
- Privacy-Safe Activation: The platform delivers verifiable attribution and rewards contributors based on insights’ lifetime value.
Setting a New Standard for Local Media
The partnership positions Madhive and Precise.AI to redefine local advertising, empowering broadcasters, brands, and agencies to run efficient, measurable, and privacy-compliant campaigns. By combining Madhive’s DSP with Precise.AI’s intelligence layer, the companies aim to set a benchmark for performance-driven, transparent, and AI-powered local media solutions.
