Let’s get local.
Locality and Nielsen have come together on a data partnership to integrate Nielsen’s Media Data Engine (MDE) into Locality’s TV ad platform.
Locality is basically a local video ad buying platform that offers both linear and CTV inventory. It was formed in 2023 through the merger of Gamut (streaming) and CoxReps (broadcast).
The platform aggregates inventory from over 400 local broadcast stations and more than 150 streaming publishers, covering all 210 DMAs in the U.S.
Why This Matters:
With the partnership, the companies say it can “modernize” local TV measurement.
Historically, local TV buys have been guaranteed on demos, but final ratings would take weeks to arrive. That left buyers and sellers without a lot of visibility during campaigns, with performance only confirmed after the fact.
With MDE integrated into Locality, Nielsen cuts down on the delay and can deliver local demo ratings within about four days of air for Locality-sold inventory. So, days, not weeks — big deal, allowing you to adjust campaigns in-flight. This spans all DMAs and feeds into Locality’s planning and optimization tools.
Experts React:
Here’s what Ann Hailer, President of Broadcast at Locality, had to say about the partnership:
“This partnership marks a major step forward for local broadcast. For decades, local television has operated on delayed reporting cycles that limited agility and optimization. By integrating Nielsen’s Media Data Engine directly into our infrastructure, we are accelerating access to trusted audience insights and enabling advertisers and stations to make faster, more informed decisions across local markets.”
Our Take:
Be smarter. That’s what this feels like, and it tracks with what we’re seeing across TV media planning and buying. Whether it’s the push for greater visibility into CTV inventory or Locality and Nielsen here, more data to drive better optimization and improve effectiveness overall is key.
This also feels like an obvious upgrade that’s long overdue for the space, right? Kudos to Locality and Nielsen for making it happen.
