Locality Deal Brings Nielsen Data to Local TV Campaigns

Local TV advertising platform Locality has integrated Nielsen's Media Data Engine (MDE) into its broadcast advertising infrastructure, enhancing demographic audience delivery and 'modernizing local television measurement in the US.'

Locality is wholly owned by One Equity Partners and operates across all 210 US DMAs, bringing together premium broadcast and streaming inventory, data, and technology into a single platform. Its proprietary tech includes LocalX for planning, buying, and measurement; AI-powered local broadcast planning and optimization solution Darwin; predictive insights system Audience Engine; and local campaign planning and activation platform Collective.

MDE is a next-generation data infrastructure designed to improve the timeliness and scalability of measurement, and the deal makes Locality the first broadcast sales organization to implement it at scale. Locality will get streamlined access to Nielsen Local TV data across all 210 local markets, allowing broadcast campaigns to be measured with greater speed, consistency, and predictive capabilities - and to be optimized in-flight - according to the companies.

Ann Hailer (pictured), President of Broadcast at Locality, says the partnership marks a major step forward for local broadcast, and continues: '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.' Paul LeFort, Managing Director of Nielsen's Local TV Client Services, adds: 'Local advertisers and broadcasters need the same level of speed and insight that has transformed national and digital media... By teaming up with Locality, we are introducing a new level of sophistication, innovation and possibilities for the entire local ad ecosystem.'

The integration is now live across all local markets.

Web site: www.locality.com and www.nielsen.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.