Montreal-based ad tech company M32 Connect has signed an exclusive deal to be the monetization partner for golf booking platform Chronogolf.

M32 has been tasked with optimizing Chronogolf’s existing ad stack, in addition to launching a new self-serve ad centre for the service.

Chronogolf, also based in Montreal, is a platform used for online golf course bookings and managing customer loyalty, as well as point-of-sale solutions for pro shops, snack bars and course restaurants. It was acquired by payment tech company Lightspeed in 2019.

On the user front, Chronogolf has over 1.2 million registered users and an active community of over 380,000, according to its website. Its solutions are used by over 500 golf courses.

“M32ads will help us optimize our online advertising with the many advertisers who can place their ads on our site and also seek out even more new advertisers to grow our business,” said David Hope, Lightspeed’s general manager of golf, in a release.

Earlier this year, M32 Connect helped develop a self-serve ad platform for Pelmorex. Though ads on the platform were available at the national and regional levels, it was specifically geared towards making advertising on The Weather Network and MétéoMédia more widely accessible for local businesses.