What Locality does

Locality is a U.S. local video advertising platform that unifies broadcast television and streaming/CTV inventory into a single planning, activation, and measurement offering. Formed in June 2023 through the merger of Gamut (streaming) and CoxReps (broadcast) with backing from One Equity Partners, the company reaches advertisers in all 210 U.S. designated market areas (DMAs) via 11 regional offices and an enterprise field sales force. Customers include ad agencies, national brands, regional chains, small businesses, and political campaigns; the company runs a dedicated 50-person political advertising team.

The platform architecture combines several interlocking products. LocalX is a next-generation media buying platform for planning, buying, and optimizing local campaigns with AI-powered tools. Reach+ is a cross-platform solution that combines 150+ streaming services and 400+ broadcast partners, using Automatic Content Recognition (ACR) data to measure incremental reach and minimize duplication. The Advanced Audience Engine (launched September 2025 with Databricks, Lovelytics, and Newton Research) is the proprietary AI layer for identity, segmentation, and activation. Darwin is the broadcast operations platform, and Collective is the data-driven broadcast product for national advertisers accessing local TV at scale. The 2026 acquisition of Deben added household-level viewership intelligence, and integration of Nielsen's Media Data Engine made Locality the first broadcast sales organization to deploy that technology across all 210 U.S. local markets.

Locality makes money primarily by selling local broadcast and streaming advertising inventory, with quote-based pricing, on an agency/enterprise/managed-service model as well as programmatic channels. Distribution is sales-led, targeting national brands, regional chains, ad agencies, small businesses, and political campaigns. Recent product launches (Audience Engine, Reach+, LocalX), the Deben acquisition, and the Nielsen MDE integration are positioning the business to move from inventory repping toward a higher-margin, data-and-AI-driven local video ad platform.

Name

Locality

Legal name

Locality, Inc.

Website

https://locality.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

251–500 employees

Short description

Locality is a U.S. local video advertising platform, formed in 2023 from the merger of Gamut and CoxReps, that unifies 400+ broadcast partners and 150+ streaming services across all 210 DMAs for agencies, national and regional brands, SMBs, and political campaigns, with AI-powered planning, activation, and cross-platform measurement.

Ownership category

akta.pro rank

Product category

Local TV Advertising

NAICS

Media Buying Agencies (541830), Media Representatives (541840), Television Broadcasting Stations (516120)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310), Television Broadcasting Stations (4833), Cable & Other Pay Television Services (4841)

akta.pro primary industry

Pay-TV Advertising Sales & Monetization (Addressable/Local Avails) (MPABAGAJ)

akta.pro secondary industries

Data Management Platforms (DMP) & Customer Data Platforms (CDP) (BPAMALAD), Local TV Audience Measurement (DMA/Station-Level Ratings) (MPABAOAB)

Keywords

• Local TV advertising
• Streaming advertising
• Broadcast advertising
• CTV advertising
• Political advertising

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices11 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain

Revenue model

1. Local TV Advertising (Broadcast): Revenue generated from selling broadcast television advertising inventory across local markets. Locality connects brands to audiences through 400+ broadcast partners across all 210 U.S. DMAs.
2. Streaming/CTV Advertising: Revenue from connected TV and streaming video advertising through 150+ streaming services and publishers. Locality enables local targeting on premium streaming inventory.
3. Reach+ Cross-Platform Solution: Integrated broadcast and streaming solution combining both inventory types for unified campaign planning, activation, and measurement.
4. Political Advertising: Specialized advertising solutions for political campaigns, candidates, and issues targeting voters at the local/DMA level.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Locality is a local video advertising platform that unifies premium broadcast and streaming inventory under one roof, providing advertisers access to 400+ broadcast partners and 150+ streaming services across all 210 U.S. DMAs. The company sells local TV advertising solutions through data-driven tools including its LocalX media buying platform, AI-powered Audience Engine, and Reach+ cross-platform measurement solution for advertisers, agencies, brands, and political campaigns.

Product overview

Locality is a local TV advertising platform that unifies broadcast and streaming media under one roof, formed in 2023 through the merger of CoxReps (broadcast leader) and Gamut (streaming leader). The platform operates as a unified platform-plus-modules architecture combining LocalX (next-generation media buying platform), Audience Engine (AI-powered identity and activation), and Reach+ (cross-platform streaming and broadcast solution). Core products include Collective for national access to local TV inventory, and specialized solutions for Political and Live Sports advertising. The Darwin broadcast platform and Audience Engine data platform form the technical infrastructure, with LocalX serving as the activation layer for campaign execution across 150+ streaming services and 400+ broadcast partners across all 210 U.S. DMAs.

Differentiator

Problem solved

Functional benefit

Brands

• LocalX: Next-generation media buying platform for planning, buying, and optimizing local campaigns with AI-powered tools, direct access to premium local streaming inventory, and centralized planning, targeting, and reporting.
• Reach+
• Audience Engine
• Collective
• Darwin

Products and services

• LocalX Next-generation media buying platform that simplifies how local advertising campaigns are planned, bought, and optimized. Provides direct access to premium local streaming inventory, centralized planning, targeting, and reporting, AI-powered campaign tools, and a flexible supply path to support different buying strategies. Designed for advertisers and partners operating across all 210 U.S. DMAs.
• Audience Engine AI-powered identity and activation solution for local video advertising. Integrates generative AI and automation with Locality's historical local media intelligence and viewership data to enable unified data segmentation, real-time analytics, and campaign activation across linear and digital channels. Built for advertisers and agencies seeking cross-platform audience targeting and campaign activation.
• Reach+ Data-driven cross-platform advertising solution that simplifies planning, buying, and delivery of local video impressions across premium streaming and broadcast TV. Leverages Automatic Content Recognition (ACR) data to combine streaming precision with broadcast reach, enabling advanced incrementality measurement, cross-platform campaign optimization, and unique audience reach evaluation across 150+ streaming services and 400+ broadcast partners.
• Collective Data-driven broadcast solution enabling national advertisers to access and activate local television inventory at scale across all 210 U.S. DMAs. Supports audience-first planning in a converging TV landscape with coordinated execution across markets and channels.
• Locality Broadcast Local broadcast TV advertising solutions providing access to 400+ broadcast partners across all U.S. DMAs. Enables advertisers to reach audiences through traditional linear TV with data-driven targeting and measurement capabilities.
• Locality Streaming Local streaming/CTV advertising solutions providing direct access to 150+ premium streaming services and publishers. Enables targeted local advertising across connected TV environments with precision audience targeting and measurement.
• Locality Political Political advertising solutions supported by a team of 50 political experts who understand issues and voter behavior in every district and DMA. Supports election campaigns with local TV and streaming advertising across all 210 U.S. markets.
• Live Sports Advertising Sports advertising solutions enabling brands to reach local fans across fragmented sports distribution including regional sports networks, DTC streaming apps, vMVPDs, and connected TV bundles through unified planning across broadcast and streaming.

Quantifiable outcome

• 27% incremental reach achieved in Birmingham, AL DMA campaign
• +6 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability7 records

Feature6 records

Partnerships

One partnership is on record.

• DebencoreTechnology or Integration · 31 March 2026Acquisition of Deben, a media planning software company focused on cross-channel planning and optimization. Deben's household-level viewership intelligence and linear audience optimization capabilities integrated with Locality's Audience Engine, Darwin broadcast platform, and LocalX streaming activation. Deben CEO Prasad Joglekar joined as SVP of Data Science & Architecture.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Magnite: Magnite is the largest independent CTV/OTT SSP, providing supply-side technology for streaming ad inventory — an enabling partner/customer for Locality's CTV offering and a competitor as buyers adopt programmatic direct CTV buying.

Broad incumbents

• The Trade Desk: The Trade Desk is a leading omnichannel DSP offering local CTV and cross-platform buying capabilities at scale, competing with LocalX for advertiser spend and representing a scaled incumbent in the same broad category.
• Sinclair Broadcast Group: Sinclair is one of the largest U.S. local broadcast station operators with its own advertising sales capabilities and data platform, making it both a partner and competitor in selling local TV ad inventory.
• TEGNA:

Direct peers

• Ampersand: Ampersand is a local linear TV advertising sales and data platform formed by MVPDs (Comcast, Charter, Cox), directly comparable to CoxReps' legacy business and now a peer to Locality Broadcast in selling local cable and broadcast inventory at scale.
• DirecTV Advertising: DirecTV Advertising sells local and national linear TV advertising across its satellite and streaming (DirecTV Stream) distribution, competing directly with Locality Broadcast and Locality Streaming for local advertiser budgets.
• Spectrum Reach: Spectrum Reach is Charter Communications' local advertising sales arm, offering local cable TV and digital ad solutions to advertisers — a direct competitor to Locality in the converged local TV ad sales space.
• Comcast Effectv: Effectv is Comcast's local cable TV and multiscreen advertising sales arm, competing with Locality Broadcast for ad budgets on cable inventory and local targeting campaigns across U.S. markets.
• Simpli.fi: Simpli.fi provides programmatic local advertising for SMBs and agencies across CTV, display, video, and audio, intersecting with Locality's small business and streaming offerings in the local video advertising category.
• Madhive: Madhive is a local-focused CTV advertising platform that enables advertisers to buy and measure local OTT/CTV inventory, closely overlapping with Locality Streaming and Reach+ on cross-platform local execution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/localityteam
• Facebookfacebook.com/localityinc
• LinkedInlinkedin.com/company/optima-dental-pllc
• Instagraminstagram.com/wearelocality

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 records

Subsidiaries1 record

Funding overview

Funding rounds4 records

Investors10 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Locality