Locality
Local TV and streaming advertising platform for cross-channel media buying.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Locality Inc.
- Entity type
- COMPANY
- Founded
- 2023
- Headquarters
- United States
- Company size
- 10–49
- Market role
- Media Sales House
- Official website
- locality.com
What Locality does
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.
Category differentiation
Locality is not a consumer location-data app or a generic geotargeting vendor. It is a B2B local TV and streaming advertising platform focused on planning, buying, and executing media across broadcast and CTV.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
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.
Company news briefing
Briefing updated:
Locality, owned by One Equity Partners, has furthered its integration of broadcast and CTV workflows across 210 US markets following its acquisition of Deben, a Nielsen partnership, and the appointment of two sales VPs to scale its 'Collective' platform. CTO Kouros Esfahany is now leading AI-driven predictive planning and creative localisation via the LocalX and Darwin platforms to simplify fragmented local TV buying. Additionally, the organisation has co-authored research titled "The Attribution Illusion", advocating for a shift towards premium contextual environments and marketing-mix-modelling to address declining digital match rates and programmatic waste.
Business model & monetisation
Locality monetises through a blended model of media transaction revenue, platform-enabled workflow revenue, and managed service fees. The main commercial engine is selling access to local broadcast and streaming inventory, likely earning either a take rate, media margin, or spend-linked fee on campaigns. LocalX adds software value through planning, targeting, optimisation, creative workflow, and reporting, which may support SaaS-style platform fees or be bundled into media execution. Additional revenue streams include creative production via Locality Studios, partnership-led inventory programmes, and specialised political advertising solutions that can command premium pricing during election cycles.
- Broadcast and streaming media buying
- Spend-linked take rate or media execution revenue
- Platform workflow via LocalX
- SaaS / software subscription or bundled platform fee
- Creative production via Locality Studios
- Service fee / project revenue
- Channel partnership and inventory access services
- Service fee or commercial margin
- Political advertising solutions
- Premium campaign execution revenue
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Meet Kouros Esfahany, CTO
Recorded impact score: 3.5/5
Kouros Esfahany is Chief Technology Officer of Locality, where he leads the ongoing evolution of the company’s technology platform, spanning …
Explore company relationships
Questions about Locality
What is Locality?
Locality is a US advertising platform that helps buyers plan, buy, and measure local broadcast TV and streaming campaigns.
Who uses Locality?
Its users include advertisers, media agencies, political campaigns, advocacy groups, and media partners buying or managing local video advertising.
How does Locality make money?
It earns revenue from media buying and inventory access, software-enabled campaign workflows, and managed services such as creative production and partner operations.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
18 publicly documented primary sources and citations linked across the market graph.
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