Viamedia, the country’s biggest independent representative firm for digital and linear advertisers, has acquired omnichannel advertising company LocalFactor.
The acquisition will see LocalFactor founder and CEO Evan Rutchik join Viamedia as its President and Chief Strategy Officer. He will report to Viamedia CEO David Solomon, the company said.
“LocalFactor and Viamedia share two essential traits: a ‘local-local’ marketing philosophy that has served our respective clients well, and a people-first culture that empowers employees to innovate and do their best work for clients,” Solomon wrote in a statemet. “By combining LocalFactor’s expertise in omnichannel, locally optimized-data-driven digital campaigns with Viamedia’s expansive linear TV and digital ad infrastructure, we are creating a powerhouse in localized advertising—offering brands unmatched precision and reach across all channels. Additionally, with the strength of LocalFactor’s sales organization, Viamedia’s video service provider partners will benefit from enhanced monetization opportunities and expanded access to top brands investing in premium video inventory.”
LocalFactor’s key technology is a performance engine called Geo-Graph, which allows advertisers to map data based on demographic micro-localities. The company positions this as a better solution compared to traditional device graphs that rely on device-matching or cookies, because it enables scalable, privacy-compliant audience development and consistent targeting across all channels, devices, and media tactics.
The combination of LocalFactor and Viamedia will bring new brands and stronger monetization opportunities to Viamedia’s video service provider partners, the companies said. Seventy-five percent of LocalFactor’s revenue is based around video, which aligns with Viamedia’s core strengths, the two affirmed.
“Joining forces with Viamedia marks an evolution for LocalFactor and a natural progression of our shared commitment to delivering innovative, data-driven advertising solutions to brands, agencies, and content providers,” Rutchik said. “With the addition of Viamedia’s exclusive supply and expansive infrastructure, LocalFactor will provide its customers with even more unique premium video-based inventory and customer support, significantly increasing our scale and impact. Together, we are creating an omnichannel ecosystem that optimizes brand reach while driving measurable results.”
