Locala announced the appointment of Grant Gudgel as Chief Marketing Officer, as the company prepares to introduce a sharpened market vision around agentically enabled adaptive advertising.
Adaptive Advertising captures a reality every marketer understands: markets do not stand still.
Gudgel joins Locala at a time when advertisers are under growing pressure to adapt to changing market conditions and connect media investment more directly to business outcomes.
Marketing Technology News: MarTech Interview with Theresa Pham, Head of Product @ Wayvia
“What attracted me to Locala is that it helps brands understand what is happening in each market before media decisions are made,” said Gudgel. “Most platforms focus on buying media more efficiently once a campaign is in-market. Locala starts earlier. By combining business context, market dynamics, competitive signals, consumer behavior, location intelligence, and AI-enabled agents, it helps advertisers turn complex market signals into decisions about where to invest, how to allocate budgets, and how to adapt across thousands of local markets. We call this Adaptive Advertising.”
Gudgel said Locala’s AI-powered agent framework is a key enabler of that approach.
“Locala Agents are what make Adaptive Advertising scalable,” he added. “They help teams continuously analyze market-level business signals, surface opportunities and competitive risks, and make faster, more informed decisions about where and how to invest as conditions change.”
Marketing Technology News: Idle data is as good as no data
Gudgel brings extensive experience across advertising technology, media, marketing leadership, strategic growth, and M&A. Before joining Locala, he served as SVP Marketing at Verve and previously as SVP and Head of Teads Studio. He has also advised industry players, including Kargo, and private equity groups on growth strategy and M&A opportunities across the advertising technology landscape.
“Grant joins Locala at an important moment for our company and for the advertising industry,” said Christophe Collet, Founder and CEO of Locala. “Advertisers need a more adaptive way to understand markets, connect media to business outcomes, and act as customer behavior changes. Grant brings the strategic clarity, market experience, and category perspective to help us tell that story and accelerate Locala’s next stage of growth.”
