Locala launches CTV Planner to adapt CTV investment to the realities of every market

October 1, 2026

New York, October 1, 2026 – As connected TV has become increasingly important in advertisers’ strategies, the ability to plan CTV investment with greater precision is becoming critical. Locala today announces the launch of CTV Planner, a new solution designed to help media teams plan CTV investment based on campaign objectives, while taking into account the specific business and market context of each brand.

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In an environment where audiences, platforms and inventory are increasingly fragmented, advertisers need to make more precise decisions about where to invest and at what level of media pressure. The need for greater precision is further highlighted by the uneven quality of data available in the market. According to an estimate from Truthset, approximately 40% of every dollar invested in CTV is wasted due to inaccurate data, representing nearly $7.4 billion in lost CTV value in 2026.

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CTV planning adapted to the realities of every market

CTV Planner enables brands to build CTV strategies based on the specific realities and opportunities of each market. By combining CTV and OLV (online video), media teams can adapt the video mix to local conditions and increase CTV investment where it can deliver greater incremental reach.

Teams can also group markets based on business and consumer signals, such as brand performance, competitive pressure or audience affinity. These clusters can then inform decisions across investment, media pressure and messaging, allowing brands to adapt their CTV strategy market by market. These granular strategies can then be activated at scale through Locala’s platform and AI agents, turning market insights into actionable media decisions.

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A new step for Adaptive Advertising

With CTV Planner, Locala extends its approach to Adaptive Advertising into CTV investment planning. The solution moves beyond a one-size-fits-all national approach, enabling brands to build strategies that adapt to different market realities, city by city.

“CTV data creates a particularly interesting technological opportunity for Adaptive Advertising by combining its potential and reach with audience affinity and business context to support better media decisions. Our AI agents orchestrate these signals, identify the most relevant strategies market by market, and then turn these recommendations into parameters that can be directly activated within buying environments.”

Michael Colson, Chief Technology Officer, Locala

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About Locala

Locala is the operating layer for Adaptive Advertising, enabling brands to continuously adapt their national strategy to the unique business realities and consumer behaviors of every market. Powered by AI agents, Locala turns market insights into smarter media decisions to plan, activate, and measure high-performing omnichannel campaigns.

Since its inception in 2011, Locala has worked with leading brands across more than 50 countries. With over 200 employees worldwide, Locala has offices in the United States, France, Belgium, the UK, Singapore, Malaysia, Italy, Canada, and Dubai. Founded in France, the birthplace of GDPR, Locala has built its platform and services with privacy at the core, helping brands reach consumers effectively while protecting their essential right to privacy.

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