Resources For TV Channel Developers

In November, Michael Collins joined Locality as its first Chief Executive Officer, signaling a pivotal new chapter for the company and for the broader local media marketplace. His appointment comes at a time of rapid transformation across the television ecosystem, as streaming and broadcast continue to converge and advertisers demand more unified, performance-driven solutions. Collins shares his perspective on the urgent upgrades needed to modernize local ad buying, the challenges of bridging fragmented platforms, and his vision for transforming local advertising.

From your perspective, what are the most urgent operational or infrastructure upgrades needed to support scalable, data-driven local media?

The current local ad buying “system” remains too siloed. Right now, agency and platform structures are too rigid, organized by channels rather than outcomes. The technology exists to target and measure audiences holistically, but the operations haven’t caught up.

What’s needed now are tools that can unify execution, tools that support open APIs, standardized data formats, and centralized performance views. Advertisers need to rely on an industry-aligned inventory, data, and tech stack to meet the evolving consumer behaviors. We also need to integrate real-time pacing and optimization into the core of local workflows. That feedback loop – seeing what’s working and adjusting on the fly – is what will drive the next leap in performance. This is what we are aiming to achieve. 

We also need to integrate real-time pacing and optimization into the core of local workflows. That feedback loop – seeing what’s working and adjusting on the fly – is what will drive the next leap in performance.