Why Viamedia’s Acquisition of LocalFactor Signals a Larger Shift in CTV and Digital
The Convergence of Linear and CTV
Windsail Partners, in collaboration with Madison Alley, is proud to have advised LocalFactor on its acquisition by Viamedia, a leading cross-platform local video advertising company. This strategic transaction marks a significant step forward not just for the companies involved, but for the broader digital advertising ecosystem — especially as it relates to the evolving landscape of Connected TV (CTV) and over-the-top (OTT) media.
The rationale behind this acquisition is clear: advertisers need more accurate, privacy-compliant ways to target audiences across fragmented screens and platforms. LocalFactor brings to the table a proprietary audience intelligence and data activation platform that delivers household-level relevance without relying on personal identifiers or cookies — a major advantage in today’s privacy-first world. Coupled with Viamedia’s footprint across linear TV, streaming, and digital platforms, this combination creates a truly omnichannel solution with national reach and local precision. Local Factor also brings unique creative capabilities that enhances existing brand’s video assets for use across connected TV, mobile, desktop, and digital out-of-home. It adds interactive and engagement elements while helping brands save on production costs.
As Evan Rutchik, founder of LocalFactor and now President and Chief Strategy Officer of Viamedia, noted, “Our combined strengths enable advertisers to tap into a unified ecosystem that offers the precision of digital and the scale of linear TV — all while respecting consumer privacy.” This is exactly the kind of value proposition that advertisers are increasingly seeking.
The Broader Context: What’s Happening in CTV/OTT
The advertising industry is in the midst of a paradigm shift. Linear TV still commands substantial ad dollars, but viewership is rapidly shifting to streaming. According to eMarketer, U.S. CTV ad spending is projected to exceed $40 billion by 2027, with more than 80% of U.S. households already reachable via CTV platforms.
However, with opportunity comes complexity. Fragmentation across devices, platforms, and measurement standards creates challenges for brands seeking to deliver cohesive, effective campaigns. Add to that the deprecation of third-party cookies and tightening data privacy regulations, and it’s clear why advertisers are prioritizing contextual targeting, first-party data strategies, and advanced audience modeling.
This is where companies like LocalFactor stand out. By delivering targeting based on household geography, content signals, and contextual relevance, LocalFactor enables advertisers to reach the right audience without compromising on privacy. This approach not only enhances targeting efficiency, but also aligns with evolving regulatory standards.
Looking Ahead
The Viamedia–LocalFactor combination is emblematic of a larger industry trend: the convergence of traditional and digital media into unified, privacy-responsible platforms. Advertisers no longer want to buy in silos—they want to activate audiences seamlessly across linear, CTV, and digital, using tools that can adapt to changing consumer behaviors and technological shifts.
We believe this acquisition sets the stage for a more integrated future in local and national advertising, where scale, precision, and compliance can coexist. Windsail Partners is proud to have played a role in this pivotal transaction and remains deeply committed to advising companies at the intersection of media, marketing, and technology.
As the adtech landscape continues to evolve, we’ll be watching closely — and helping shape what’s next.