Locality Appoints New Head to Lead Product Strategy

The appointment marks a shift in how the firm will manage its broadcast and streaming advertising portfolio across 210 U.S. markets.

Updated on Oct. 23, 2026 in People

Locality Appoints New Head to Lead Product Strategy

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Locality has appointed Saul Stetson as its new senior vice president and head of product, effective October 23, 2026. Stetson will lead product strategy for the company's broadcast and streaming advertising portfolio.

Why it matters

The appointment signals a shift in product development focus for the firm as it manages advertising inventory across 210 U.S. markets. Leaders are watching how Stetson scales the platform's data capabilities to improve reach for national and local advertisers.

Locality currently manages operations across 210 U.S. Designated Market Areas using its Audience Engine, which processes 25 billion local data signals. The company is now integrating this infrastructure under the leadership of a new head of product.

The players

Saul Stetson

The new senior vice president and head of product at Locality who previously held product leadership roles at Criteo and Tapad.

Michael Collins

The CEO of Locality who oversees the firm's national broadcast and streaming advertising operations.

Locality

A media advertising firm that coordinates broadcast and streaming placement across 210 U.S. Designated Market Areas.

The details

Stetson takes charge of product strategy and development, overseeing the technical integration of broadcast and streaming inventory. His mandate involves managing the Audience Engine platform to ensure that media buys reach targeted local audiences at scale. Stetson joins the team following product leadership roles at identity platform Tapad and Criteo.

October 23, 2026: Saul Stetson is officially appointed as senior vice president and head of product for Locality.

Market Landscape

The leadership change centers on the continued optimization of the Audience Engine, Locality's core data-processing tool. It follows a broader industry trend where advertising firms are prioritizing high-volume data signal management to maintain competitiveness in fragmented local markets.

Operators using the platform should monitor upcoming changes to interface features and data reporting capabilities under new product leadership. Expect the company to prioritize the integration of streaming metrics into its existing broadcast-centric product workflows.

The takeaway

The move suggests a deeper commitment to unifying broadcast and streaming inventory through centralized data signals. Track how product updates under Stetson influence the reach and precision of local ad campaigns in the coming quarters.