iHeartMedia and independent sell-side advertising company Magnite are launching a marketplace that brings together iHeartMedia’s broadcast radio, streaming radio and podcast assets for inclusion in omnichannel programmatic media buys. Built from a custom implementation of Magnite’s SpringServe ad serving technology, the marketplace enables advertisers to transact with a data-driven approach via
real-time-bidding across iHeartMedia’s broadcast and digital audio inventory through a single activation channel. iHeartMedia chief data officer and president of revenue strategies Brian Kaminsky says, “With today’s consumers spending a third of their media time with audio, expanding programmatic’s access to iHeart’s audio assets is imperative for the industry. Not only are we expanding what role programmatic can play for advertisers, we are also improving the efficacy of their campaigns by allowing them to use real-time data to message their audience in the most engaging way possible, in an environment of trust and interest. We’re excited to expand our partnership with Magnite because they have proven expertise in programmatic and the ability to build technology fit for the unique needs of audio advertising to take its place in omnichannel.”
