Locality, the leading local TV advertising platform, has announced the appointment of Steve Fish and Adam Quinn as Vice Presidents of Sales. The hires are a strategic move to scale Collective, Locality’s unified, audience-based solution that allows national advertisers to activate local broadcast and streaming inventory at scale.
Key Appointments: Steve Fish and Adam Quinn join as VPs of Sales.
Focus Area: Accelerating market adoption of the Collective solution.
Strategic Context: The move comes ahead of the Upfronts, as advertisers seek more coordinated, data-driven ways to reach local audiences.
Executive Leadership: They will report to Brian Morse, VP and Head of Collective, under the broader direction of CEO Michael Collins.
Backgrounds:
Steve Fish: Formerly of Ampersand, DirecTV Ad Sales, and ITN Networks.
Adam Quinn: Formerly of Simulmedia, ESPN, and National Geographic Partners.
As the television landscape converges, national advertisers face the "Governance Friction Gap" of managing fragmented local markets. Collective acts as a centralized bridge, offering:
Unified Access: National planning across local broadcast with streaming extension for incremental reach.
Audience-First Buying: Moves away from traditional ratings toward data-driven, audience-based activation.
Efficiency at Scale: Simplifies the complexity of buying across all 210 U.S. DMAs.
The appointment of Fish and Quinn is the latest in a series of aggressive expansions for Locality in 2026. The company is actively integrating technologies to modernize the local ad-buying experience:
Acquisition of Deben (March 2026): Locality recently acquired Deben, a media planning software firm. Deben's CEO, Prasad Joglekar, joined as SVP of Data Science & Architecture to enhance cross-platform optimization.
Nielsen Integration (April 2026): A new partnership with Nielsen was launched to improve measurement consistency across linear and streaming.
Proprietary Tech Stack: Collective is supported by Darwin (AI-powered optimization), Audience Engine (predictive insights), and LocalX (streaming activation).
"Local television is one of the most powerful advertising platforms, and also one of the most complex to execute at scale. As demand grows for more efficient, data-driven ways to reach audiences... we're investing in the people and infrastructure required to simplify that process."
— Michael Collins, CEO of Locality
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