• by Fern Siegel , March 25, 2025

Viamedia has acquired LocalFactor, a Connecticut digital ad company specializing in omnichannel programmatic advertising.

Financial terms were not disclosed.The company now operates as a division of Viamedia.

LocalFactor CEO Evan Rutchik has been appointed president-Chief Strategy Officer of Viamedia. He reports to David Solomon, Viamedia CEO. Viamedia also get 30 additional employees.

Solomon told Agency Daily the deal created “a powerhouse in localized advertising. This acquisition not only enhances our ability to deliver innovative solutions but also sets a new standard for the industry, driving measurable results and expanding monetization opportunities for video service providers. More broadly, it reflects the industry is headed toward fully integrated, tech-enabled solutions that bridge traditional and digital media. We believe this sets a new benchmark for how modern advertising platforms serve both brands and video service providers.”

LocalFactor’s Geo-Graph and Attention+ Studiotechnology will be integrated into Viamedia for precise, privacy-compliant audience targeting across micro-localities.

Viamedia says it represents more than 100 video service providers, covering 75 DMAs. Some 75%of LocalFactor’s revenue is video-based, aligning corporate goals.

Rutchik added the alliance gives LocalFactor customers more "premium video-based inventory and customer support, significantly increasing our scale and impact ... that optimizes brand reach.”