The investment will see Madhive president Jim Wilson (pictured) assume the role of chief executive officer at Madhive, while Madhive’s chief executive Spencer Potts will take up the same role at Precise.AI.

Potts joined Madhive as president in 2020 and was appointed chief executive in 2023, while Wilson, who joined Madhive in 2024, was previously global chief executive at gaming brand Atari and was chief operating officer at TouchTunes around the time of its sale to Searchlight in 2015.

The partnership between Madhive and Precise.AI will seek to integrate Precise.AI’s technology into Madhive’s demand side platform.

Precise.AI offers an AI-led, federated data platform designed to help advertisers to use actionable insights, while Madhive runs an end-to-end platform to help local media companies to scale their advertising businesses.

Wilson said: “Madhive’s mission has always been to democratise access to best-in-class technology to drive results for local advertisers of all sizes.

“This partnership with Precise.AI marks the next step in making data the engine of smarter, more effective advertising.”