Locality has appointed former Criteo executive Saul Stetson as SVP and Head of Product to lead strategy for its broadcast and streaming advertising technology. Stetson will oversee the development of the company's Audience Engine platform, which integrates local data signals with identity technology for cross-platform ad campaigns.
This hire indicates that local television advertising is shifting toward the same identity-based, programmatic models that dominate national digital media. By recruiting a veteran from Criteo and Experian-owned Tapad, Locality is prioritizing the technical bridge between traditional broadcast signals and modern streaming identity graphs. This move reflects a broader industry trend where local broadcasters must offer sophisticated data-driven targeting to compete with global streaming platforms for regional ad budgets. Watch for how Stetson integrates Commerce Grid-style monetization into the Audience Engine to see if local TV can achieve the same liquidity as national programmatic exchanges.
The shift toward local broadcast and streaming integration is becoming a critical survival strategy for regional media owners facing increased competition from digital-first platforms.
Locality has appointed former Criteo executive Saul Stetson as its new SVP and Head of Product. Stetson will lead the Audience Engine platform, focusing on integrating local broadcast and streaming data. This move highlights the industry shift toward identity-based, programmatic advertising models for local television across all 210 U.S. markets.
Saul Stetson, a former executive at Criteo and Tapad, has been appointed as the new SVP and Head of Product at Locality.
The Audience Engine platform utilizes 25 billion local data signals to help advertisers target consumers across all 210 U.S. Designated Market Areas for both traditional and connected television.
Saul Stetson will report directly to Locality CEO Michael Collins.
Locality is prioritizing the technical bridge between traditional broadcast signals and modern streaming identity graphs to compete with global streaming platforms for regional ad budgets.
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