Local television advertising technology company Locality has appointed Saul Stetson as its new Senior Vice President and Head of Product, putting him in charge of product strategy and development across the company’s broadcast television and streaming advertising businesses.
Stetson will report directly to Michael Collins, the Chief Executive Officer of Locality, as the company continues developing tools designed to help advertisers reach audiences across traditional television and connected television platforms.
Locality operates across all 210 Designated Market Areas (DMAs) in the United States, providing advertisers with access to local broadcast and streaming advertising inventory.
The company has increasingly focused on combining local television advertising inventory with audience data and identity technology, allowing advertisers to plan and execute campaigns across multiple platforms. Central to that strategy is Locality’s Audience Engine, an advertising technology platform that uses more than 25 billion local data signals to help advertisers identify and reach consumers in specific geographic markets. The platform combines those signals with identity capabilities and direct access to broadcast and streaming inventory, allowing advertisers to develop campaigns based on audience characteristics rather than relying exclusively on traditional television buying methods.
Collins said Stetson’s experience developing advertising technology products will support the company’s efforts to make those capabilities more accessible to advertisers.
“We’ve built a strong foundation of data and technology to help advertisers reach local audiences across broadcast and streaming,” Collins said in a statement. “Saul brings deep experience building products across identity, data and advertising technology, and he’ll play an important role in making those capabilities even more accessible and valuable to advertisers.”
Stetson has nearly two decades of experience working in advertising technology, data management and identity solutions: Before joining Locality, he served as Head of Product for Commerce Grid, the supply-side advertising platform operated by Criteo. In that position, Stetson oversaw product strategy involving programmatic advertising supply, audience-based inventory packaging and monetization technology.
Earlier in his career, Stetson held a product leadership position at Tapad, an identity technology company that is now part of Experian. While there, he helped develop products designed to connect consumer identities across devices and media environments, allowing advertisers to better understand and reach audiences using multiple platforms.
His appointment comes as local television advertising companies seek to make broadcast inventory more accessible through data-driven advertising systems, while also competing for advertising budgets increasingly directed toward streaming services.
