DOOH Advertising

Viamedia acquires LocalFactor to transform digital ad operations

Photo: Adobe Stock

March 27, 2025

Viamedia, an independent digital and linear advertising rep firm, has acquired Local Factor, a tech-enabled digital ad company that specializes in omnichannel programmatic ad solutions.

LocalFactor Founder and CEO Evan Rutchik has been named Viamedia President and Chief Strategy Officer reporting to Viamedia CEO David Solomon, according to a press release.

In this role, Rutchik will drive Viamedia's strategic vision while continuing to oversee LocalFactor's operations. He will also join Viamedia's board.

"LocalFactor and Viamedia share two essential traits: a 'local-local' marketing philosophy that has served our respective clients well, and a people-first culture that empowers employees to innovate and do their best work for clients," Solomon said in the release. "By combining LocalFactor's expertise in omnichannel, locally optimized-data-driven digital campaigns with Viamedia's expansive linear TV and digital ad infrastructure, we are creating a powerhouse in localized advertising — offering brands unmatched precision and reach across all channels. Additionally, with the strength of LocalFactor's sales organization, Viamedia's video service provider partners will benefit from enhanced monetization opportunities and expanded access to top brands investing in premium video inventory."

Viamedia is the first U.S. ad sales firm to represent more than 100 video service providers.

"Joining forces with Viamedia marks an evolution for LocalFactor and a natural progression of our shared commitment to delivering innovative, data-driven advertising solutions to brands, agencies, and content providers," Rutchik said in the release. "With the addition of Viamedia's exclusive supply and expansive infrastructure, LocalFactor will provide its customers with even more unique premium video-based inventory and customer support, significantly increasing our scale and impact. Together, we are creating an omnichannel ecosystem that optimizes brand reach while driving measurable results."