As advertising becomes more fragmented across platforms, devices, and audiences, one thing is clear: local marketers need smarter tools to stay ahead. That was the central theme of our recent MediaPost webinar, featuring Steve Silvestri, Head of Data Strategy and Innovation at Locality.
The conversation centered on how emerging technologies—like ACR viewership data, AI, and data clean rooms—are creating new opportunities for local advertisers to drive performance, improve efficiency, and deliver more relevant campaigns.
Local Advertising Needs a New Playbook
Local advertisers have always faced unique challenges. Disconnected tools, limited visibility into performance, and siloed workflows make it hard to plan effectively or optimize in real time. As Steve explained, it’s not about a lack of intent—it’s about capacity. Many marketers are doing the best they can with outdated tools simply because they don’t have the time or resources to evaluate and adopt what’s next.
That’s where Locality comes in.
Turning Complexity Into Clarity
Steve shared how Locality is helping advertisers unlock smarter, more connected campaigns through next-generation data solutions. Here’s what that looks like:
- ACR data provides real-time, local-level viewership insights that power better planning and attribution.
- Data clean rooms offer safe, privacy-compliant ways to collaborate and activate campaigns across multiple data sets.
- AI and machine learning help marketers move faster, uncover patterns, and make more predictive decisions.
And it’s not just about smarter planning. These tools make it possible to activate dynamic audiences, adjust creative based on local nuances, and measure performance in ways that drive continuous improvement.
Key Q&A Highlights: What Marketers Want to Know
The second half of the webinar tackled some of the most pressing questions facing local advertisers today. Here are a few standout takeaways:
- Is AI going to replace the marketer?
No. AI is a tool—one that helps marketers move faster and dig deeper, but it doesn’t replace strategy, creativity, or intuition. - How can local advertisers balance privacy and performance?
With strict governance and safe environments like clean rooms, advertisers can activate meaningful insights without compromising consumer trust. - Which industries are leading the way?
Auto, retail, healthcare, and QSR brands are already leaning in, combining first-party data with local signals to drive measurable results. - What about broadcast?
Innovations like ACR are bridging the gap between streaming and linear, enabling more cross-platform insight and optimization at the local level. - What’s next?
Steve predicted broader adoption of clean rooms, automated media buying, and AI-driven audience modeling—especially as marketers look to unify their local strategies across channels.
Introducing LocalX: Built for What’s Next in Local
To help marketers put these innovations into action, Steve introduced LocalX, our new platform designed to simplify how local campaigns are planned, bought, and optimized. It brings together the tools and scale advertisers need—with the flexibility local markets demand.
We believe the future of local advertising is smarter, faster, and more connected—and we’re building the solutions to help make that future a reality.
For more information, get in touch with us.
