Locality

Locality is a United States-based local television advertising company that describes itself as a specialty provider of local ad services, bringing together premium broadcast and streaming inventory in one place. The company was formed in 2023 through the merger of Gamut, a leader in streaming advertising, and CoxReps, a leader in broadcast. By combining decades of experience from both predecessors into one new company, Locality offers advertisers the reach and capabilities of streaming digital video and broadcast TV under one roof. Locality's core proposition is local targeting at scale. The company says it provides access to the largest footprint in local video, allowing brands to reach audiences in any market with data-driven local targeting across connected TV (CTV) and linear TV. Advertisers can plan by designated market area (DMA), audience, or consumer behavior, and run local campaigns with clear measurement and performance. Locality states that it can find customers in any DMA with behavioral, contextual, and demographic targeting down to the zip code and household levels. The company serves a broad client base that includes large and small advertising agencies, national brands, regional chains, and local small businesses. It also maintains a team of 50 political advertising experts to support election campaigns, reflecting the importance of local TV in political advertising. Locality's product portfolio includes Locality Reach+, a data-driven ad solution that simplifies planning, buying, and delivery of local video impressions across premium streaming and broadcast TV. Reach+ is described as leveraging the combined reach of more than 150 streaming services and more than 400 broadcast partners, with full access to every U.S. DMA. It uses automatic content recognition (ACR) data to combine streaming precision with broadcast reach, providing incrementality measurement and cross-platform measurement. In addition to Reach+, Locality has introduced LocalX, described as its next-generation media buying platform built to simplify how local campaigns are planned, bought, and optimized. LocalX is said to offer 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, all backed by Locality's service and local market expertise. Locality is financially backed by its owner, One Equity Partners. The company positions itself as thinking like a startup, with a mission to invest in innovation and take a leadership position in a constantly changing industry. Its leadership team combines recent hires with seasoned veterans and brings experience from organizations such as Paramount Global, AMC Networks, Warner Bros. Discovery, Hulu, The Walt Disney Company, Peacock, NBCU, Turner, ESPN, the New York Mets, TripleLift, IPG, DIRECTV, DISH, and VIZIO. Mark Rosenthal is identified as Executive Chairman. Locality has earned industry recognition for its execution in streaming and broadcast.

Locality was formed in 2023 by the merger of Gamut, a leader in streaming advertising, and CoxReps, a leader in broadcast. The combination brought together two industry leaders in local advertising, with the stated goal of delivering integrated ad solutions that combine the power of both streaming and broadcast under one roof. According to the company, the merger combined decades of experience into one new company, positioning Locality as a specialty provider of local ad services that offers the reach and capabilities of both streaming digital video and broadcast TV. The company's origins reflect broader shifts in the television advertising market, where advertisers increasingly seek to reach local audiences across both traditional linear broadcast and connected TV/streaming environments. By uniting a streaming advertising specialist (Gamut) with a broadcast representative firm (CoxReps), Locality aimed to give advertisers a single point of access to premium local video inventory across both modalities. Following its formation, Locality built out a product portfolio designed to simplify local video buying. Locality Reach+ was introduced as a data-driven ad solution that simplifies planning, buying, and delivery of local video impressions across premium streaming and broadcast TV. Reach+ leverages the combined reach of more than 150 streaming services and more than 400 broadcast partners, with full access to every U.S. DMA. It uses automatic content recognition (ACR) data to combine streaming precision with broadcast reach, providing advanced incrementality measurement, actionable insights, and cross-platform measurement. The company also introduced LocalX, described as its next-generation media buying platform built to simplify how local campaigns are planned, bought, and optimized. LocalX combines deep local expertise with intuitive tools and is said to offer direct access to premium local streaming inventory, centralized planning, targeting, and reporting, AI-powered campaign tools to increase speed and precision, and a flexible supply path to support different buying strategies. Locality is financially backed by its owner, One Equity Partners. The company has stated that it thinks like a startup, with a mission to invest in innovation and take the leadership position in a constantly changing industry. Its leadership team unites recent hires with seasoned veterans and brings experience from organizations including Paramount Global, AMC Networks, Warner Bros. Discovery, Hulu, The Walt Disney Company, Peacock, NBCU, Turner, ESPN, the New York Mets, TripleLift, IPG, DIRECTV, DISH, and VIZIO, as well as an array of startups and consultancies. Mark Rosenthal serves as Executive Chairman. Locality has earned top industry recognition for its execution in streaming and broadcast.

• 2023

  Locality is formed by the merger of Gamut, a leader in streaming advertising, and CoxReps, a leader in broadcast.

• Locality introduces Locality Reach+, a data-driven ad solution for planning, buying, and delivering local video impressions across premium streaming and broadcast TV.

• Locality introduces LocalX, its next-generation media buying platform for planning, buying, and optimizing local campaigns.

A specialty provider of local ad services combining streaming and broadcast TV under one roof, offering data-driven local targeting across every U.S. DMA with clear measurement and performance.

• Locality Reach+

  A data-driven ad solution that simplifies planning, buying, and delivery of local video impressions across premium streaming and broadcast TV. It leverages the combined reach of 150+ streaming services and 400+ broadcast partners, with full access to every U.S. DMA, and uses ACR data for incrementality and cross-platform measurement.

• LocalX

  Locality's next-generation media buying platform built to simplify how local campaigns are planned, bought, and optimized. It offers direct access to premium local streaming inventory, centralized planning, targeting, and reporting, AI-powered campaign tools, and a flexible supply path.

1. 1Local TV Advertising | Streaming + Broadcast Solutions - Localitylocality.com
2. 2About Locality | Local Streaming + Broadcast TV Advertisinglocality.com
3. 3Reach+ by Locality: Local Ad Performance | Localitylocality.com
4. 4Localitywikidata.org