Locala Launches CTV Planner to Adapt CTV Investment to the Realities of Every Market

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Postmedia has not reviewed the content. by Business Wire Locala Launches CTV Planner to Adapt CTV Investment to the Realities of Every MarketAuthor of the article:NEW YORK — 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. 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.THIS CONTENT IS RESERVED FOR SUBSCRIBERS ONLYSubscribe now to read the latest news in your city and across Canada.Exclusive articles from Barbara Shecter, Joe O'Connor, Gabriel Friedman, and others.Daily content from Financial Times, the world's leading global business publication.Unlimited online access to read articles from Financial Post, National Post and 15 news sites across Canada with one account.National Post ePaper, an electronic replica of the print edition to view on any device, share and comment on.Daily puzzles, including the New York Times Crossword.SUBSCRIBE TO UNLOCK MORE ARTICLESSubscribe now to read the latest news in your city and across Canada.Exclusive articles from Barbara Shecter, Joe O'Connor, Gabriel Friedman and others.Daily content from Financial Times, the world's leading global business publication.Unlimited online access to read articles from Financial Post, National Post and 15 news sites across Canada with one account.National Post ePaper, an electronic replica of the print edition to view on any device, share and comment on.Daily puzzles, including the New York Times Crossword.REGISTER / SIGN IN TO UNLOCK MORE ARTICLESCreate an account or sign in to continue with your reading experience.Access articles from across Canada with one account.Share your thoughts and join the conversation in the comments.Enjoy additional articles per month.Get email updates from your favourite authors.THIS ARTICLE IS FREE TO READ REGISTER TO UNLOCK.Create an account or sign in to continue with your reading experience.Access articles from across Canada with one accountShare your thoughts and join the conversation in the commentsEnjoy additional articles per monthGet email updates from your favourite authorsSign In or Create an AccountThis advertisement has not loaded yet, but your article continues below.CTV planning adapted to the realities of every marketGet the latest headlines, breaking news and columns.By signing up you consent to receive the above newsletter from Postmedia Network Inc.A welcome email is on its way. If you don't see it, please check your junk folder.The next issue of Top Stories will soon be in your inbox.We encountered an issue signing you up. Please try againCTV 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.A new step for Adaptive AdvertisingWith 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, LocalaLocala 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.View source version on businesswire.com: This advertisement has not loaded yet.Notice for the Postmedia NetworkThis website uses cookies to personalize your content (including ads), and allows us to analyze our traffic. Read more about cookies here. By continuing to use our site, you agree to our Terms of Use and Privacy Policy.