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

by ExchangeWire PressBox on 6th Oct 2026 in News

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 USD$7.4bn (£5.55bn) in lost CTV value in 2026.

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.

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. For more information contact: clementine.bouchet@asklocala.com