Locality Partners with Deben to Launch Collective: First Unified Local Video Platform for National Advertisers

Empowering national brands with precision local reach, seamless execution, and performance-driven outcomes across linear and streaming

Locality, the preeminent local video solutions provider, announced the launch of Collective, the industry’s first technology platform that gives advertising planners and buyers a single unified workflow to leverage local media for greater scale and efficiency.

Powered by Deben’s advanced media planning technology, Collective is the first platform that unifies local broadcast, local cable and streaming at national scale delivering an audience-first, data-driven approach to local linear and streaming advertising. Fully self-service and built on top of Locality’s proprietary audience and media data stack, the platform unifies every broadcast station and cable TV household along with 150+ streaming partners across all 210 markets into one seamless environment – empowering advertisers to reach consumers wherever they watch video.

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“National advertisers need effective and scaled premium video buys,” said Brian Morse, Head of Collective at Locality. “While multi-market geographic targeting remains a powerful tool for scale and efficiency, with Collective, planners and buyers can roll-up premium local linear and streaming video into a national, data-driven, audience-first solution.”

“Partnering with Locality on Collective is a pivotal moment for the industry,” said Prasad Joglekar, Founder and CEO at Deben. “Collective allows advertisers to extend their advanced audiences beyond national inventory and tap into local broadcast, cable and streaming inventory with true automation and structured optimization.”

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In a recent pilot with a national big-box retailer, Collective delivered outsized value relative to investment: delivering 17% of the overall campaign reach with just 5% of the total budget. Deben’s optimization engine identified audiences and inventory in 58 markets underserved by national campaigns, and optimized budgets in each market to maximize reach.

By automating the execution of data-driven linear TV buys, Collective simplifies execution, enabling teams to focus on strategic audience selection while Locality manages the operational complexity. Advertisers can reach custom audiences defined by location, behavior, or intent while also tracking standard age/gender delivery.

With campaigns already in-market and more in development, Collective – built on Locality’s reach and Deben’s technology – is reshaping how national advertisers think about local TV buying, bridging the gap between scale and precision to deliver better returns on investments.