Locality

Locality combines media sales, buying technology, and managed services into a local video advertising platform. It creates value by aggregating fragmented local broadcast and streaming supply, packaging that access with planning and optimisation software, and simplifying campaign execution for buyers that need market-level reach. The business benefits from both demand-side workflow ownership through LocalX and supply-side relationships with broadcasters and streaming partners, allowing it to capture spend across the full campaign lifecycle.

Locality is a US local television and streaming advertising company formed in 2023 through the merger of Gamut and CoxReps and owned by One Equity Partners. It operates a mix of software, inventory access, and managed services for planning, buying, delivering, and measuring advertising campaigns across local broadcast TV and connected TV. Its core platform, LocalX, unifies campaign planning, targeting, creative, and reporting for local video advertising, while adjacent offerings cover broadcast, streaming, political advertising, live sports, and partner inventory distribution.

The company makes money primarily by facilitating and monetising media buying across local broadcast and streaming inventory, supported by software-led workflows and service layers. Its direct customers are advertisers, media agencies, political buyers, advocacy groups, and media partners that need local or regional video reach. Additional revenue is likely generated through creative production, measurement, and partnership-driven inventory access, with the Deben acquisition extending its planning and optimisation capability for cross-channel local TV campaigns.