Locala Released Media Planning Software for CTV Ad Spend
The new tool uses AI to help advertisers reduce wasted connected TV spending and better target fragmented audiences.
Updated on Oct. 5, 2026 in Advertising
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Locala launched a media planning software called CTV Planner to optimize video advertising mixes. The tool aims to address the significant inefficiency in connected television ad spend.
Why it matters
The software counters inaccuracies in market data and audience fragmentation that cost advertisers billions annually. It allows marketers to better orchestrate business signals for more precise ad placements.
Industry analysts estimate 40% of CTV investment was wasted in 2026, representing nearly $7.4 billion in lost value. This inefficiency affects businesses utilizing fragmented advertising platforms across global markets.
The players
Locala
A global advertising technology firm founded in 2011 that operates in over 50 countries with more than 200 employees.
Truthset
A data validation company that provides market research estimates on advertising waste and audience accuracy.
The details
CTV Planner integrates connected TV and online video data to adapt advertising mixes to specific local conditions. The software employs AI agents to process business signals and audience affinity metrics, providing a mechanism to reduce spend leakage across complex digital ecosystems.
Timeline
Locala was founded in 2011.
The CTV advertising industry lost nearly $7.4 billion in value in 2026.
Locala announced the launch of CTV Planner on October 5, 2026.
Market Landscape
The launch of CTV Planner marks a direct industry response to the $7.4 billion in wasted expenditure identified by the Truthset 2026 estimate of CTV advertising waste. It follows a trend of tech providers attempting to bridge the gap between fragmented digital platforms and local market reality.
Advertisers should evaluate their current video mix for potential waste by cross-referencing CTV performance against local market signals. Monitor whether software-led orchestration tools can demonstrably lower your cost-per-acquisition metrics over the next fiscal quarter.
The takeaway
The move underscores the growing premium on data accuracy in fragmented digital markets. Operators should audit their current ad-buying software for AI-driven signal integration capabilities to ensure they are not part of the multi-billion dollar waste figure.
Further reading
For more on evolving digital marketing tools, see the Advertising section.
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