Locala Launched CTV Planner Media Software
The new tool uses artificial intelligence to help advertisers reduce waste in connected television campaigns.
Updated on Oct. 5, 2026 in Advertising
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Locala has released CTV Planner, a media planning software designed to combine online video and CTV data to improve campaign accuracy. This launch aims to address significant inefficiencies currently impacting the advertising sector.
Why it matters
The software seeks to resolve the widespread fragmentation of advertising platforms and audiences while mitigating inaccuracies in market data. It provides a technical solution for advertisers struggling to optimize their visibility in an increasingly complex digital landscape.
Truthset estimated that 40% of CTV advertising investment is wasted, totaling nearly $7.4 billion in losses during 2026. Locala, which maintains a workforce of over 200 employees, currently operates in more than 50 countries.
The players
Locala
An international advertising technology firm founded in 2011 that operates in more than 50 countries.
Truthset
A data intelligence organization that provides research estimates regarding advertising efficiency and waste.
The details
The platform utilizes AI agents to orchestrate business signals and audience affinity, allowing firms to adapt video mixes to local conditions. By integrating these data sources, the tool helps marketers navigate the fragmentation of platforms and content.
Timeline
Locala was founded in 2011.
The industry saw nearly $7.4 billion in lost CTV value during 2026.
Locala announced the launch of CTV Planner on October 5, 2026.
Market Landscape
This release follows the Truthset estimate of 40% waste in CTV advertising investment, marking a strategic attempt to capture market share through improved planning efficiency. By addressing these systemic losses, Locala positions its technology as a necessary correction to the current digital advertising arms race.
Advertisers and media planners can expect to gain better control over their video mixes through the new AI-driven orchestration features. This tool may eventually lead to more efficient budget allocation and reduced waste for companies managing cross-platform campaigns.
The takeaway
The introduction of automated planning tools highlights the industry's shift toward data-driven precision in response to massive investment leakage. Advertisers should evaluate whether their current media planning workflows can effectively integrate with AI agents to improve campaign performance.
Further reading
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