Advanced Television

Locality acquires Deben

March 31, 2026

Locality, the US local TV advertising platform connecting brands to local audiences across broadcast and streaming, has announced the acquisition of Deben, a media planning software company focused on cross-channel planning and optimization. The acquisition adds advanced planning and optimisation technology that strengthens data-driven broadcast media buying and expands how audience reach is evaluated and delivered across platforms.

Locality and Deben have previously collaborated, including in the joint launch of Collective in 2025, which enables national planning and activation across local TV. As part of the acquisition, Deben CEO Prasad Joglekar will join Locality as SVP of Data Science & Architecture, where he will play a key role in shaping the company’s data strategy as Locality continues to scale its unified platform across broadcast and streaming.

The acquisition marks an important step in Locality’s convergence strategy. By expanding data-driven broadcast planning and connecting those capabilities within Audience Engine, Locality’s proprietary data platform, the company is strengthening its foundation for cross-platform campaign planning, measurement, and optimisation.

“Acquiring and integrating Deben advances how local TV advertising is planned and executed,” said Michael Collins, Locality CEO. “Advertisers need simpler ways to reach audiences as they move between linear and streaming and coordinate investment across media. Deben strengthens our ability to bring data and precision to broadcast planning, which is essential to making cross-platform strategy work at scale.” 

Joglekar added, “Local broadcast TV remains one of the most effective ways to reach large audiences and deliver meaningful impact. The opportunity is to bring the data-driven discipline we’ve seen across digital channels to broadcast, helping advertisers better understand how they’re reaching audiences, reduce duplication, and make more informed decisions about how to allocate spend.”

By incorporating Deben’s planning technology into its broader platform, Locality is enhancing how campaigns are planned, measured, and optimised across broadcast and streaming, helping advertisers better understand reach, reduce duplication, and allocate spend more effectively.

Deben will also support Locality’s broader convergence strategy by helping connect broadcast planning workflows, including its Darwin platform, with streaming activation through LocalX. Combined with Audience Engine, these capabilities enable a more connected planning approach, allowing a single audience strategy to be applied across the local TV ecosystem. 

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