Locality, a leading provider of local video solutions, has partnered with Deben to introduce Collective, heralding it as the industry’s first unified technology platform designed to streamline local media buying for national advertisers. Collective brings together local broadcast, cable, and streaming inventory from all 210 U.S. markets into one fully self-service environment, allowing agencies and brand teams to execute video campaigns that scale efficiently while targeting audiences more precisely than ever before.
The backbone of Collective is Deben’s advanced media planning technology, renowned for its ability to unify fragmented data and media channels into a cohesive, scalable system. By layering Deben’s optimization engine onto Locality’s rich proprietary data stack, the platform empowers advertisers to reach viewers wherever they’re watching be it linear TV or digital streaming with an audience-first, data-driven focus. Brian Morse, Head of Collective at Locality, noted that with this rollout, buyers can integrate local linear and streaming video into a national solution that uses geographic targeting to achieve more scale and efficiency. Deben’s CEO, Prasad Joglekar, described the partnership as a pivotal shift for the industry, saying Collective extends advanced audiences deeper into local inventory with true automation and intelligent optimization.
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In practice, this technology delivers measurable value. During a pilot campaign for a large national retailer, Collective was responsible for 17% of total campaign reach while using only 5% of the budget. Deben’s software was instrumental in identifying and optimizing spend across 58 markets that would typically receive less investment under national campaigns, enhancing reach and capitalizing on underserved audiences. Advertisers benefit from the ability to define audiences based on location, behavior, or intent, and can monitor standard delivery metrics like age and gender, all while Locality takes on operational execution.
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With Collective now live in the market, national advertisers have a robust new tool for bridging the gap between precision and scale in local TV buying. By automating complex execution and centralizing campaign management, the platform allows media teams to concentrate on strategy and audience insights, reshaping how brands connect with consumers at the local level to achieve stronger returns on their investments.
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