Connected TV and AI-powered programmatic advertising platform Viant Technology Inc.has announced a strategic integration with iHeartMedia, a move that will deliver the nation’s largest audio content creation and distribution firm “enhanced addressability, measurement, and programmatic innovation across podcasts, streaming and broadcast radio.”
In the words of Viant SVP of Publisher Solutions Richie Hyden, “By combining iHeartMedia’s unmatched scale with Viant’s AI-powered platform, we’re unlocking the full promise of audio for advertisers.”
As a part of the expanded partnership, Viant has integrated with Triton Digital, which enables programmatic access to iHeartMedia’s audio inventory, including its unrivaled podcast catalog, streaming audio and broadcast radio inventory.
“Advertisers leveraging Viant’s platform can now activate addressable campaigns across the full spectrum of iHeartMedia’s audio network, unlocking greater precision, transparency, and performance for brands seeking outcomes from one of media’s fastest-growing channels,” Viant and iHeartMedia state.
The partnership brings over-the-air broadcast radio into Viant’s platform for the first time, “demonstrating how radio and podcasts together form complementary pillars of the modern audio strategy for advertisers.”
As Viant and iHeartMedia see it, “Like podcasts, radio delivers depth, authenticity, and engagement that drive consumer connection and conversion — but it also brings the unmatched power of reach and frequency, all amplified by the precision and performance of programmatic.”
Lisa Coffey, Chief Business Officer for iHeartMedia, “This integration with Viant marks a pivotal moment for audio advertising and will help marketers drive stronger performance, while also delivering more relevant experiences for listeners. This allows advertisers to programmatically access the full spectrum of iHeart’s audio network — from podcasts and streaming to broadcast radio — with the precision, transparency, and performance they expect from digital. It’s a major step forward in unifying the power of audio under one scalable, data-driven solution.”
