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Madhive CEO: local media sales must shift from reach to outcomes

TVREV reports that Madhive CEO Jim Wilson told the In the Vicinity podcast local sellers can no longer rely on ratings and reach, since small-business advertisers now demand qualified leads, store visits and sales as proof of performance.

Why it matters. Local sellers who can’t tie campaigns to ZIP-code-level outcomes risk losing budget to platforms that can prove conversion.

Signal from TVREV · read the original.

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