Locality

Locality

http://locality.com
https://www.linkedin.com/company/wearelocality/

Locality, a privately owned company headquartered in the US, founded in 2023, employs approximately 370 individuals. The company reported $80.0M in revenue as of 2024. Specializing in advertising services, Locality was formed through the merger of Gamut and CoxReps, functioning as an advertising technology company focused on local advertising. The company combines traditional broadcast television with digital streaming to offer targeted advertising solutions, reaching specific audiences based on demographics, location, and behavior. Locality serves a client base that includes small local businesses, regional chains, national brands, and political campaigns.

2024 Revenue

Founded

2023

Headcount

343

Headquarters

United States

Primary Segment

Advertising Services

Ownership

Privately Owned

Deployments

1

News Summary:

On July 16, 2026, discussions highlighted that the real convergence story in television is happening in local markets, arguing that national infrastructure was not built for local TV's complexities, which involve distinct mixes of broadcasters, streaming consumption, audience behavior, and cultural nuances in each market. This followed commentary on July 15, 2026, asserting that while TV convergence is often framed as a national conversation for advertisers, this national-first approach loses precision in local markets as buyers seek more accountable, performance-oriented campaigns. Previously, on July 7, 2026, the focus was on proprietary market-level data emerging as the actual foundation for marketing outcomes, suggesting that AI's competitive differentiation in advertising is quickly closing. This perspective was reinforced on July 6, 2026, when Michael Collins, Chief Executive Officer of Locality, stated that proprietary data, not technology, will become the true source of value as AI adoption accelerates and continues to level the technology playing field.

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Locality offers products in the ad tech and services industry. Locality's product portfolio comprises of marketer and agency technology.

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Jul

16th

2026

08:48

B2B Tag, Marketing and Promotional Activities

The Real Convergence Story Is Happening in Local Markets

National infrastructure wasn’t built for local TV Much of the industry’s convergence infrastructure was built from the top down. Household identity graphs and audience models were largely designed for national buying — overlooking local complexities: Local transacts market by market, each with its own mix of broadcasters, streaming consumption, audience behavior and cultural nuances.

Jul

15th

2026

12:16

The Real Convergence Story Is Happening in Local Markets

TV convergence has largely been framed as a national conversation: advertisers looking for more connected ways to plan across linear and streaming, measure performance, and understand audiences. But as buyers push for more accountable, performance-oriented TV campaigns, that national-first approach starts to lose precision in local markets.

Jul

15th

2026

08:30

B2B Tag, Marketing and Promotional Activities

The Real Convergence Story Is Happening in Local Markets

TV convergence has largely been framed as a national conversation: advertisers looking for more connected ways to plan across linear and streaming, measure performance, and understand audiences. But as buyers push for more accountable, performance-oriented TV campaigns, that national-first approach starts to lose precision in local markets.

Jul

7th

2026

14:05

Big Data/Analytics, Artificial Intelligence, B2B Tag, Marketing and Promotional Activities

Proprietary data, not AI, becomes advertising's true value source

The window for AI to serve as a competitive differentiator in advertising is closing fast. Proprietary, market-level data - the kind that cannot be licensed, averaged, or approximated - is emerging as the real foundation for marketing outcomes.

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Jul

6th

2026

12:14

Big Data/Analytics, Artificial Intelligence, B2B Tag, Marketing and Promotional Activities, Digital Transformation Initiatives

AI is changing local TV advertising, but who holds the best data still decides who wins

“As AI adoption accelerates, proprietary data, not proprietary technology, will become the true source of value. AI is leveling the technology playing field, and it’s only going to level it further,” said Michael Collins, Chief Executive Officer of Locality, a local TV advertising platform built for the converging world of broadcast and streaming.

Jul

2nd

2026

09:24

America 250: National Moment, Local Celebrations

America turns 250 this year, and the Fourth of July has never felt bigger. But how people mark the day, and where they spend to do it, still comes down to where they live. America is 50 states.

Jun

26th

2026

11:19

Same Summer, Different Traveler. It Depends on the Market.

The data makes that clear. According to MRI-Simmons (Base: All U.S. Adults, Q2 2026): Chicago: Consumers are 31% more likely to attend conventions such as comic, gaming, and pop culture events San Francisco: Consumers are 65% more likely to go on a wellness retreat Washington, DC: Consumers are 40% more likely to visit an international city Los Angeles: Consumers are 28% more likely to take a cruise.

Jun

17th

2026

14:54

Management Changes, Emerging Tech, B2B Tag

Q&A with Michael Collins, CEO of Locality

Michael Collins is an accomplished CEO and Board Member with more than two decades of experience leading private equity– and venture capital–backed companies across marketing technology and digital media. His leadership spans every stage of the value-creation cycle—from early-stage innovation and operational restructuring to enterprise-level growth and successful liquidity events.

Jun

12th

2026

11:51

Locality Project advances algae-based textile dyes

The Locality project, a European research initiative focused on expanding and validating algae-based products, has achieved an important milestone. Researchers have successfully produced an aquafeed prototype on an industrial scale. The product will now be tested in a large-scale fish-feeding trial in Norway between August and October 2026.

Jun

12th

2026

04:33

Young people help shape community projects across the Glenrothes area

Young people in the Glenrothes area have helped decide how funding is spent in their communities, leading to a wide range of projects that are already making a difference. A report to the Glenrothes Area Committee highlights the impact of a participatory budgeting project involving pupils from all three local high schools – Auchmuty, Glenrothes, Glenwood.

Jun

12th

2026

03:24

Based Textile Innovation Through

A European research initiative focused on developing sustainable algae-based products is making significant progress toward transforming the future of textiles, fashion and other industries. The Locality project, launched in 2023, is advancing multiple algae-based value chains aimed at creating environmentally responsible alternatives to conventional materials and supporting the transition to a circular economy.

Technical Textile Value Chain

Jun

8th

2026

01:00

Algae textile dyes: The sustainable future for fashion

The dyes used in the clothing industry almost always come from fossil-fuel-based chemicals. In the long term, this will not be sustainable. In Sweden, scientists in the EU research project Locality are exploring whether algae can provide a more sustainable way to dye textiles.

Locality has customers like Warner Bros. Discovery. Locality has partners like FreeWheel. Locality has suppliers like Nielsen.

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