The local video advertising landscape is evolving rapidly, demanding sophisticated platforms that can unify streaming and broadcast media. Locality, a leader in this space, has announced a significant leadership milestone to accelerate its next chapter of growth. The company has appointed advertising technology veteran Michael Collins as its first Chief Executive Officer. This strategic hire is designed to strengthen the connection between Locality's streaming and broadcast divisions and build a more robust platform for advertisers seeking to reach local audiences with precision.
Locality appoints ad tech veteran Michael Collins as its first Chief Executive Officer.
Collins brings over 20 years of leadership experience from companies like Adwerx and Marketron.
He will unify the company's streaming and broadcast technology and data assets.
The goal is to unlock the full potential of local media for advertisers and partners.
Presidents of Locality Broadcast and Streaming will report to Collins in the new structure.
This marks a new growth phase for the company formed by One Equity Partners in 2022.
The appointment of a dedicated CEO marks a strategic evolution for Locality as it moves beyond its foundational years. Michael Collins brings extensive experience in leading marketing and media technology companies through periods of significant growth and transformation. His background includes leadership roles at Adwerx, Marketron, and Adelphic, equipping him with the expertise to drive innovation and scale Locality's data-driven advertising platform for the local market.
A key focus for Collins will be to strengthen the core components that power the Locality platform. This involves further integrating the company's technology, data, and media assets to create a more seamless and powerful engine for advertisers. By building on the existing foundation, the company aims to unlock greater value for its partners, offering more precise tools to reach local audiences across both streaming video and traditional broadcast television.
Locality was formed in 2022 and has since expanded to become a major player in the local video space, with access to inventory from over 600 streaming and broadcast partners across all 210 Designated Market Areas (DMAs). With this established scale, Collins' mandate is to supercharge the company's go-to-market strategy, leveraging emerging technology and data innovation to redefine how brands connect with consumers at the local level, solidifying Locality's position as the industry's preeminent local television solutions provider.
The appointment of Michael Collins as CEO signals Locality's commitment to leading the transformation of local video advertising. By bringing on a seasoned executive with a proven track record in ad tech, the company is poised to enhance its platform's capabilities, drive further market sophistication, and deliver unparalleled value to advertisers and media partners navigating the complex convergence of streaming and broadcast media.
About Locality
Locality is the industry's preeminent local television solutions provider, wholly owned by One Equity Partners and committed to addressing the evolving needs of advertisers by unlocking the power of local and driving dollars to the local video marketplace. Locality brings together the best talent in both broadcast and streaming helping brands tap into the mindset of the local consumer and precisely reach optimal markets. Having served more than 6,000 advertisers to date, Locality offers the best premium inventory that the industry has to offer, helping brands optimize their spend and target audiences at scale with access to over 600 streaming and broadcast partners.
LocalX, Locality's proprietary platform, streamlines planning, pacing and attribution across screens. Locality's Audience Engine enables precise geotargeting and behavioral across devices, while Collective, Locality's centralized inventory solution, unifies access and maximizes local impact. Locality's team operates from 11 locations across the U.S. designed to strategically service 100% of all DMAs. For more information, please visit www.locality.com.
About One Equity Partners
One Equity Partners ("OEP") is a middle market private equity firm focused on the industrial, healthcare, media and technology sectors in North America and Europe. The firm seeks to build market-leading companies by identifying and executing transformative business combinations. OEP is a trusted partner with a differentiated investment process, a broad and senior team, and an established track record generating long-term value for its partners. Since 2001, the firm has completed more than 400 transactions worldwide. OEP, founded in 2001, spun out of JP Morgan in 2015. The firm has offices in New York, Chicago, Frankfurt and Amsterdam.
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