About
Every local market has its own audience behaviors, competitive landscape, media consumption habits, and opportunities. Yet many planning approaches still rely on broad assumptions that can overlook the nuances that drive campaign performance at the local level.

As AI becomes increasingly embedded in TV planning and buying, it's becoming less of a competitive advantage on its own. The real differentiator is the quality, depth, and relevance of the data behind it. The most effective systems don't simply automate decisions. They incorporate market-level intelligence that helps advertisers plan, optimize, and measure campaigns with greater precision.

In this session, Steve Silvestri explores how local data and AI work together to improve TV buying, what separates meaningful local intelligence from generic market data, and what media buyers should consider when evaluating partners, planning tools, and measurement strategies in today's evolving media landscape.
When
Wednesday, September 30, 2026 · 2:00 p.m. Eastern Time (US & Canada) (GMT -4:00)
Agenda
  • Why every market should be treated as its own planning opportunity, not just a place to execute media
  • How local market intelligence can shape planning decisions before budgets are allocated
  • Why the data behind AI matters more than the AI itself
  • The questions every media buyer should ask when evaluating AI-powered planning and measurement solutions
  • How connecting planning, activation, and measurement creates a continuous feedback loop that improves future campaigns
Presenters
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Steve Silvestri
Head of Data Innovation and Strategy at Locality
Steve Silvestri is Head of Data Strategy and Innovation at Locality, where he leads the company's efforts to build advanced, localized data solutions that help brands reach local audiences with precision across streaming, broadcast, and digital video. His work spans addressable audiences, data partnerships, and the tools that allow advertisers to leverage data-driven insights to boost engagement and drive consumer action.

Over the last 15-years of his career, Steve has focused on the development of data-driven advertising products for major media brands. Most recently at Warner Bros. Discovery, he led go-to-market ad monetization strategy and spearheaded the launch of their first-party data platform, enabling agencies and advertisers to target audiences seamlessly across linear TV and streaming. Prior to that, at DIRECTV, he led the teams that pioneered the industry's first linear addressable advertising product - enabling 1:1 audience targeting at national scale for the first time.
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Alyssa Boyle
Senior Editor at AdExchanger
Alyssa Boyle covers the TV ecosystem from linear to video and connected TV. She also writes about measurement and data privacy. Her journalistic passions stem from a background in language and translation. She received her B.A. in linguistics and Korean studies from Binghamton University in 2020. When she isn’t writing, she’s probably deep in a history novel or busy performing stand-up comedy.
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