NEW YORK — Local TV ad platform Locality and Nielsen have agreed to an integration that places Nielsen’s Media Data Engine (MDE) into Locality’s broadcast advertising infrastructure.
The deal makes Locality the first broadcast sales organization to implement Nielsen’s MDE offering at scale, enabling demographic audience delivery across all U.S. local markets to within four days of airing.
Previously, this process took weeks.
“This partnership marks a major step forward for local broadcast,” said Ann Hailer, President of Broadcast at Locality. “For decades, local television has operated on delayed reporting cycles that limited agility and optimization. By integrating Nielsen’s Media Data Engine directly into our infrastructure, we are accelerating access to trusted audience insights and enabling advertisers and stations to make faster, more informed decisions across local markets.”
Through this integration, Locality gains streamlined access to Nielsen Local TV data across all 210 local markets.
“Local advertisers and broadcasters need the same level of speed and insight that has transformed national and digital media,” said Paul LeFort, Managing Director of Nielsen’s Local TV Client Services. “Our Media Data Engine was built to power the future of audience measurement and only Nielsen can reliably measure different demographics, including at the local level. By teaming up with Locality, we are introducing a new level of sophistication, innovation and possibilities for the entire local ad ecosystem.”
