Broadcast Radio Is Now Available Through DSPs | AdExchanger

"Viant struck a deal with iHeartMedia and its Triton Digital advertising platform that will make iHeart's broadcast radio inventory available through Viant's DSP, the companies announced Thursday. Viant's direct integration with iHeartMedia also allows both companies to match their data graphs and create shared IDs for targeting audiences in digital audio, as well as broadcast radio, where audience ID signals are scarce."

"This data-matching should open more opportunities for advertisers to include radio, podcast and streaming music inventory in their omnichannel digital campaigns, said Richie Hyden, SVP of publisher partnerships at Viant. Through an existing partnership, Viant's DSP had access to iHeartMedia's podcast and streaming music inventory, as well as inventory sourced from third-party audio publishers sold through Triton Digital's SSP. Now, Viant is one of a small number of DSPs that have direct access to iHeart's streaming, podcast and broadcast radio inventory."

"In 2024, users spent more than 20% of their media time listening to audio, but the channel attracted 4.5% of ad spend, according to eMarketer. Meanwhile, the research firm projected US audio ad revenue to grow by less than $1 billion between 2024 and 2028, to a total of $18.4 billion. Potentially flat growth aside, programmatic is attracting a larger share of digital audio's revenue gains. Programmatic accounted for 30% of digital audio ad spend this year, up from 22% in 2022."

Viant struck a deal with iHeartMedia and Triton Digital to make iHeart's broadcast radio inventory available through Viant's DSP. The direct integration enables matching of data graphs and creation of shared IDs to target audiences in digital audio and broadcast radio where audience ID signals are scarce. The integration expands programmatic access to radio, podcast, and streaming music inventory, increasing opportunities for omnichannel campaigns. Programmatic buying of audio is growing, accounting for 30% of digital audio ad spend this year. Audio listening exceeds 20% of media time while audio attracted 4.5% of ad spend.

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