A Year of Momentum, Innovation & Industry Impact.

From introducing new data and activation capabilities to refining our measurement suite and earning industry awards, 2025 was a year of momentum for Locala. We strengthened our global partnerships, expanded our platform, and helped brands bring more relevant, localized strategies to market. Here’s a look back at the milestones that defined the year.

Digiday Award Winner: Best Location Data Platform

In August, Locala was named ‘Best Location Data Platform’ at the 2025 Digiday Technology Awards for our work with IWC Schaffhausen.

The award underscored how our localized approach drives real outcomes. For IWC, we combined precise audience targeting with strategic retargeting to boost brand consideration and increase boutique visits nationwide, reinforcing why brands trust Locala to reach the right consumers at the right moment.

Cannes Lions: Leading the Conversation on Channel-less Commerce

At Cannes, Ed Silhan, Chief Revenue Officer & General Manager of Americas, joined EssilorLuxottica and Momentum Worldwide to explore how shoppers now move fluidly between online and offline touchpoints.

The conversation highlighted a clear shift: consumers no longer follow linear journeys. They research online, explore in-store, and convert wherever it’s most convenient. As digital and physical channels converge, brands must unify their storytelling and ensure every touchpoint delivers a connected, personalized experience. The panel showcased how Locala helps brands plan for this new fluidity.

Consumer Insights & Reports

In partnership with eMarketer, we surveyed 2,850 consumers to learn how they truly shop in today’s evolving retail environment.

Consumers research digitally, validate in person, and choose the fastest or most convenient path to purchase. The findings highlight the importance of relevance, loyalty data, and localized targeting, reinforcing that brands need unified, context-driven strategies that reflect how people actually shop.

 

Our Annual Retail Barometer, informed by insights from 2,000 American shoppers, revealed three forces transforming retail:</span>

• The End of Channel Silos: Shoppers move fluidly between digital and physical touchpoints and expect consistent information and experiences across all of them.
• The Rise of AI-powered Personalization: Consumers increasingly rely on recommendations and tailored offers that simplify decision-making.
• The Growing Demand for Hyperlocal Relevance: Shoppers want messaging and experiences that reflect what’s happening in their specific market or neighborhood.

 

 

Together, these trends show that shoppers now expect seamless journeys, tailored interactions, and marketing rooted in local context. The report gives marketers a clear, data-backed roadmap to plan more effectively in a constantly evolving retail landscape.

Omni Planner Launch: A New Era of Unified Planning

A major highlight of 2025 was the launch of Omni Planner, our new solution for unifying online and offline engagement data.

 

Omni Planner gives marketers a holistic view of how audiences discover, consider, and choose brands at the market level. It replaces fragmented workflows with localized intelligence that makes planning faster, clearer, and more effective. Early campaigns show increases in attention, brand preference, and store visits—proving the impact of unified planning.

Sustainability Solution Launch: Smarter, Greener Media

To support more responsible advertising, we introduced Carbon Measurement & Offset Solution.

Through partnerships with Scope3 and EcoTree, brands can now measure the true carbon footprint of their campaigns, optimize toward greener supply paths, and offset what they can’t reduce. It’s a practical, transparent way to align sustainability and performance, ensuring campaigns are not just effective, but environmentally conscious.

 

 

AdCP Launch Member: Advancing an Open Advertising Ecosystem

This October, Locala became a proud launch member of the Advertising Context Protocol (AdCP), a new standard designed to power agentic advertising across the ecosystem.

 

 

With a simple audience prompt, Locala’s Demo Planning Agent instantly translates inputs into standardized planning outputs (reach, price, and attributes) ready to plug into any workflow. It’s a clear look at what happens behind the scenes: how an agent interprets a request, retrieves the right intelligence, and structures data in real time.

 

PRODU Partnership: Elevating Localized Strategy Across LATAM 

Our partnership with PRODU provided a strong platform to highlight the rising importance of localized strategy across LATAM. Through a series of features, Locala experts explored the shifting behaviors of Mexican car buyers, the launch of Omni Planner, the role of women in leadership, and the ways geolocation data helps brands uncover new opportunities. 

 

 

New Creative Formats: The Story & Prime Time

We continued to innovate with the launch of two new ad formats designed to help brands deliver more relevant, engaging experiences.

• The Story brings a social-inspired, multi-frame experience to mobile, desktop, and DOOH, enabling richer storytelling in a format audiences already love.

 

 

• Prime Time adapts dynamically throughout the day, delivering the right message at the right moment and driving stronger intent-based conversions.

Looking Ahead to 2026

Heading into 2026, we’re elevating the essentials: omnichannel intelligence, sustainable solutions, interoperable tech such as AdCP, and creative experiences built to stand out. At the same time, we’re gearing up for major leaps across agentic AI, data innovation, and activation. 

These new capabilities will empower brands to move faster, target smarter, and adapt in real time. We’re looking forward to bringing these new capabilities to market in 2026 and giving brands more ways to drive meaningful results.

Contact us to unlock actionable insights and stronger results in the year ahead.