Locality

Falling Match Rates Make Attribution an Illusion

Cimin Ahmadi Cohen, founder and CEO of Idea Peddler, argues in an AdExchanger interview that declining match rates driven by privacy regulation, changing consumer attitudes, and shifts in traffic are undermining digital attribution. Idea Peddler co-authored a white paper, “The Attribution Illusion,” with PJX Media, Share Local Media and Locality (with help from a New York Times investigative journalist) asserting that poor match rates are causing wasted programmatic spend and misleading performance metrics. Cohen says her agency has reduced pure programmatic display, is leaning into contextual and premium CTV environments, and expects brand-lift studies and marketing-mix-modeling to supplement or replace current attribution models. The interview highlights industry pressure to rethink identity, measurement, and media strategies as cookies and conventional tracking become less reliable.

Kouros Esfahany Joins Locality as CTO

Kouros Esfahany has joined Locality as Chief Technology Officer to lead the platform’s next phase of innovation, focusing on unifying broadcast, CTV and digital video within a single planning, buying and measurement workflow. In a MarTechSeries interview he referenced his prior engineering leadership roles at eBay, FreeWheel and Extreme Reach and described how Locality’s products — LocalX, Darwin, Audience Engine and Collective — aim to simplify fragmentation in local TV by integrating inventory, identity, data and measurement. He highlighted AI’s role in predictive planning, in‑flight optimization, audience unification (including ACR/IP signals), and scalable creative localization for local markets. The article notes Locality operates across all 210 U.S. DMAs and is wholly owned by One Equity Partners. Publication date: 2026-06-02.

Locality Hires Sales VPs to Scale Collective

Locality appointed Steve Fish and Adam Quinn as vice presidents of sales to accelerate adoption of Collective, its data-driven broadcast solution that enables national advertisers to plan and activate local television inventory at scale. The hires are intended to support Locality’s national go-to-market expansion ahead of Upfronts and to simplify audience-based buying across local broadcast and streaming. Fish and Quinn bring national sales and advanced advertising experience from prior roles at ITN Networks, DirecTV Ad Sales, Ampersand, ESPN, National Geographic Partners, and Simulmedia. Locality said these appointments build on recent initiatives — including the acquisition of Deben, new measurement work with Nielsen, and the appointment of a new CTO — to modernize local TV buying and measurement.