At Locality, we believe the future of local advertising isn’t just about more data—it’s about smarter data. That’s why Locality developed our Audience Engine, a next-generation identity and activation solution purpose-built to revolutionize how advertisers plan, reach, and measure local audiences.
Powered by partnerships with Lovelytics, Newton Research, and Databricks, and embedded within our proprietary LocalX platform, Locality’s Audience Engine combines AI, automation, and our unrivaled viewership intelligence to deliver what advertisers have long asked for: precision, transparency, and speed at scale.
To learn more, join us at Advertising Week NY on Tuesday, Oct. 7 for our panel, “Unlock the Future of Local Advertising: Next-Gen AI-Driven Audience Intelligence.”
A Smarter Way to Reach Local Audiences
Today’s local advertising ecosystem is more complex than ever—fragmented devices, siloed data, and inconsistent measurement have made it increasingly difficult for advertisers to plan confidently and optimize campaigns in real time. That’s the problem Locality’s Audience Engine was built to solve.
At its core, Locality’s Audience Engine is a proprietary local identity intelligence and activation framework. The engine provides custom audience exploration and activation by organizing and aligning clients’ first party data, third party data, and Locality’s core performance and viewership data signals in one environment with historical and real time analytics:
- Custom audience building: Vertical specific segmentation using advertiser and Locality data
- AI-driven optimization: Predictive models for smarter planning and budget allocation
- Measurement: Unified targeting, analytics, and attribution
- Scalable data integrations: Real-time activation, optimization and cross-partner collaboration without data transfer bottlenecks
Designed for the Realities of Local
For Locality, the Engine represents a strategic shift in how we serve the evolving needs of local marketers.
“Locality understands the challenges today’s local advertisers face—viewership fragmentation, siloed systems, and lack of actionable intelligence,” says Steve Silvestri, Head of Data Strategy and Innovation at Locality. “We’ve rebuilt the foundation of local media intelligence to meet those challenges head-on. Now, every engagement can be customized and optimized in real-time, market by market.”
Working in close partnership with Lovelytics and Databricks, the Locality team developed a scalable architecture that unifies audience identity across linear and digital video. Add to that Newton Research’s specialized AI agents, and advertisers now have access to a self-learning system that refines targeting and attribution over time.
“The result is a consistent, high-fidelity view of who you’re reaching and how they’re responding,” says Kevin Lynch, Senior Director of Data Innovation at Locality. “We’ve streamlined the entire lifecycle—from intelligent planning to campaign activation and insights.”
Business Outcomes That Matter
What does this mean for Locality’s clients? Simply put—better performance, lower cost, and greater control.
- Accelerated Campaign Activation: Move from audience discovery to live campaigns in record time, thanks to automated workflows and modular architecture.
- Improved ROI: Target smarter and optimize faster with AI-enhanced recommendations and real-time measurement built into LocalX.
- Seamless Data Partnerships: Manual, disconnected processes have been replaced with automated, scalable, AI-powered agents and data flows that improve speed-to-market, reduce errors, and strengthen collaboration across the partner ecosystem.
- Audience Identity and IP: Build on Locality’s unmatched library of historical viewership data as a strategic asset, unlocking new revenue streams, competitive advantage, and long-term business value.
Setting a New Standard for Local Media
The Audience Engine isn’t just about continued innovation—it’s about leadership. As the largest local video provider in the U.S., Locality has a responsibility to drive the industry forward. This solution allows advertisers to finally unify digital and broadcast planning under one roof, offering a clear path toward cross-platform efficiency, scale, and transparency.
It also signals what’s next.
With Locality’s roadmap focused on local insights, real-time dashboards, and AI-powered IP, we’re not just keeping up with change—we’re defining it.
See It in Action
To learn more about Locality’s Audience Engine, reach out to your Locality representative.
