Local Next: Boston Summit — Key takeaways on scaling intelligent advertising in an AI-driven world

As local markets become more complex and technology accelerates, the need for smarter, more connected local advertising has never been clearer. Boston was the perfect place to launch our first Local Next Summit and spark a conversation about what comes next. Madhive partnered with The Ad Club of Boston to host the first Summit on Nov 19. Nearly 40 media and marketing leaders joined us at Grace by Nia for an energizing conversation about the future of local advertising. With consolidation on one side and audience fragmentation on the other, the group aligned on how urgent and exciting this moment is for local innovation.

Our panel, Scaling Intelligent Advertising in an AI Driven World, explored how brands, agencies, and technology partners are adapting as AI reshapes creative, planning, and measurement. The discussion was moderated by Christiana Cacciapuoti, SVP of Growth at Madhive, with insights from Sonny Kim (CEO, Verte), Erin Riha (Director of Agency Partnerships, Townsquare), and Margot Koehler (Senior Director of Global Brand Marketing, Toast).

Key Takeaways

Local is not national.
Local markets behave differently, so messaging, measurement, and media mix must account for real community nuances.

Local-first strategies are delivering results.
Toast shared how leaning into hyper local thinking has strengthened its brand presence and improved performance across diverse markets.

AI is becoming a practical backbone.
Panelists highlighted real applications already in motion, including faster creative testing, synthetic research, and smarter planning and analytics. AI is not replacing strategy. It is helping teams work faster and make better decisions.

Expectations for measurement are rising.
With audiences spread across CTV, DOOH, audio, and social, buyers are looking for clearer attribution and stronger proof of performance.

Looking Ahead

The group agreed that while AI will continue to automate and enhance workflows, the human layer remains essential. Judgment, creativity, and understanding of community needs will continue to shape the strongest strategies.

Boston set the tone for what is ahead. Thank you to The Ad Club, our panelists, and everyone who joined us. More markets and conversations are on the way, and we are excited for what comes next.

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