Campaign planning, audience activation, and measurement have long been handled in silos. Teams jump between platforms, vendors, and manual processes. That slows down decisions, drives up costs, and makes it hard to connect the dots from strategy to results.
Locality’s new Audience Engine tackles this head-on. Together with Lovelytics and Databricks, they’ve built a unified system that centralizes data and puts planning, activation, and measurement in one place. For advertisers, this means faster campaign launches, stronger targeting, and real-time visibility into what’s working. It also means breaking free from expensive third-party systems that keep control of audience data and add hidden fees.
“Advanced Audience isn’t a product, it’s a strategic shift in our business, and in the broader advertising industry. We have reengineered the foundation of local advertising to deliver performance, precision, and transparency, at scale, for advertisers.”
Lovelytics led the data strategy and technical execution, designing the architecture that powers the Audience Engine. Jay Goebel, practice lead for Communications, Media, & Telecom for Lovelytics, said. “The Audience Engine redefines how local advertisers engage their audiences – turning fragmented data into a unified asset on the Databricks platform. By enabling real-time activation and precise measurement, Locality is delivering smarter targeting, faster execution, and stronger ROI while setting a new benchmark for innovation in local media.”
Databricks provided the data and AI platform that ties it all together at scale. The result is a single environment where local advertisers can plan smarter, act faster, and measure more effectively. It’s a model for how media companies can modernize outdated processes and turn fragmented workflows into one seamless system.
“Databricks serves as the intelligent foundation that transforms raw data into real-time competitive advantage,” said Rob Saker, Global VP Consumer Industries, Databricks. “Unlike traditional platforms that force trade-offs between speed and sophistication, the Databricks Data Intelligence Platform uniquely converges massive-scale data unification with instantaneous AI-powered analytics – enabling Locality to move from fragmented audience signals to precise, actionable intelligence in real-time. This convergence of unified data lakehouse architecture with native machine learning capabilities allows marketers to not just analyze what happened, but predict what will happen and act on those insights immediately, turning data latency from a bottleneck into a strategic accelerator.”
This launch isn’t just about one platform. It signals a shift in how the industry can rethink campaign operations, making them more connected, efficient, and intelligent from end to end.
Read Locality’s full press release to learn more.
