Wednesday, July 15th, 2026 – 10:00 am
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TV convergence has largely been framed as a national conversation: advertisers looking for more connected ways to plan across linear and streaming, measure performance, and understand audiences. But as buyers push for more accountable, performance-oriented TV campaigns, that national-first approach starts to lose precision in local markets.
“Any purchase decision is happening locally,” said Keith Kazerman, President of Streaming at Locality. “Whether it’s happening in a neighborhood store or on a second screen in someone’s living room, consumer behavior is inherently local.”
Local markets differ enough — in audience, viewing habits, competitive dynamics and media consumption — that treating them uniformly leaves value on the table. Realizing that value, though, depends on having the infrastructure to act on market-level differences.
