Observed Signal · Apr 30, 2026 · Hiring · Source: https://martechseries.com/feed/ · Impact: 2/5 · Sentiment: Positive
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.
Locality's hires aim to scale national, audience-based access to local TV inventory via its Collective solution, which affects how national advertisers buy local broadcast and streaming inventory but is not an industry‑shifting platform change.
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Key Takeaways & Evidence Grounding
- Locality appointed Steve Fish and Adam Quinn as vice presidents of sales.
- Their roles support the national go-to-market expansion for Collective, Locality’s data-driven broadcast solution for planning and activating local TV inventory at scale.
- Steve Fish previously held roles at ITN Networks, DirecTV Ad Sales, and Ampersand.
- Adam Quinn previously worked at ESPN, National Geographic Partners, and Simulmedia.
- Locality recently announced the acquisition of Deben, a new measurement solution with Nielsen, and the appointment of a new CTO.
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4 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Locality Appoints Kouros Esfahany as CTO
Locality appointed veteran ad‑tech executive Kouros Esfahany as chief technology officer to lead the company’s next phase of cross‑platform product and data development for local TV advertising. Locality is advancing a unified platform that spans broadcast and streaming and is centralizing its data strategy around Audience Engine, its proprietary infrastructure that transforms more than 25 billion local data signals into predictive audiences. As CTO, Esfahany will oversee the evolution of Locality’s products—LocalX (planning/buying/optimization), Darwin (AI-driven broadcast planning) and Collective (national planning across local TV)—and expand Audience Engine’s data and AI capabilities. Esfahany brings prior senior technology roles at XR Extreme Reach, eBay and FreeWheel, is a published author and holds 14 U.S. patents.
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 Boosts Geo-Targeted Ads for National Brands
Locality, a media-tech company formed three years ago when One Equity Partners merged CoxReps and Gamut, is expanding local, geo-targeted CTV advertising. The company works with 150 streaming publishers and 400 broadcast stations to fill local inventory across 210 designated market areas (DMAs). Locality has built an ID infrastructure using data from Databricks and Lovelytics to support measurement, data matching and frequency capping. In 2025, Locality launched LocalX, a media buying and measurement platform for direct access to streaming inventory, followed by Audience Engine in September, an AI-powered tool to help marketers analyze data and plan campaigns. Leadership notes that self-serve may come later, but current workflows still involve behind-the-scenes expertise for creative and messaging. The move signals intensified focus on local ads as national brands seek geo-targeted reach.
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