Locality, a local TV advertising platform focused on connecting brands with audiences across broadcast and streaming, announced it has acquired Deben, a media planning software company specializing in cross-channel planning and optimization. The deal is designed to enhance how broadcast advertising is planned, measured, and executed while accelerating a unified, cross-platform approach to local TV campaigns.
The acquisition builds on an existing partnership between the two companies, including their collaboration on the Collective platform launched in 2025. As part of the transaction, Deben CEO Prasad Joglekar will join Locality as SVP of Data Science and Architecture, where he will help shape the company’s evolving data strategy.
Locality said the addition of Deben’s technology strengthens its ability to bring data-driven precision to broadcast media buying while improving how audience reach is evaluated across both linear and streaming environments. The integration will expand capabilities within Audience Engine, Locality’s proprietary data platform, and further connect planning, measurement, and optimization across channels.
The company emphasized that the move is part of a broader convergence strategy to align broadcast and streaming into a single, cohesive advertising ecosystem. By incorporating Deben’s planning tools, Locality expects to reduce audience duplication, improve campaign efficiency, and enable more informed allocation of advertising spend.
Deben’s technology will also integrate with Locality’s Darwin platform for AI-powered broadcast planning and LocalX for streaming activation. Together with Audience Engine, these systems are intended to support a unified audience strategy that spans the full local TV landscape.
Locality operates across all 210 U.S. designated market areas and is owned by One Equity Partners. The company positions its platform as a centralized solution for planning, buying, and measuring local TV advertising across both traditional broadcast and streaming channels.
Deben’s software unifies fragmented data sources and channels into a single system, incorporating syndicated data, log-level signals, media rates, and custom audience inputs to generate optimized media plans across linear, connected TV, digital, and programmatic environments.
KEY QUOTES:
“Acquiring and integrating Deben advances how local TV advertising is planned and executed. Advertisers need simpler ways to reach audiences as they move between linear and streaming and coordinate investment across media. Deben strengthens our ability to bring data and precision to broadcast planning, which is essential to making cross-platform strategy work at scale.”
Michael Collins, CEO of Locality Inc.
“Local broadcast TV remains one of the most effective ways to reach large audiences and deliver meaningful impact. The opportunity is to bring the data-driven discipline we’ve seen across digital channels to broadcast, helping advertisers better understand how they’re reaching audiences, reduce duplication, and make more informed decisions about how to allocate spend.”
Prasad Joglekar, CEO of Deben and Incoming SVP of Data Science and Architecture at Locality Inc.
