Triton Digital and RCS Bring Programmatic Advertising to Over-the-Air (OTA) Broadcast Radio

Triton Digital, the global technology and services provider to the digital audio, podcast and broadcast radio industries, announced a strategic partnership with RCS, the world's largest broadcast software provider, bringing programmatic advertising capabilities to over-the-air (OTA) radio. By connecting RCS' broadcast playout software with Triton's ad-buying platform, broadcasters can now monetize traditional radio inventory through automatic, data-driven workflows.

This partnership links RCS' playout capabilities, which already power broadcast operations at radio groups globally, directly to Triton's programmatic platform; broadcasters can make their OTA inventory available through the same workflows advertisers already use to buy streaming audio and podcast inventory. This will enable RCS broadcasters to access digital advertising budgets previously unavailable to them.

Because the integration runs on broadcasters' existing RCS infrastructure, stations can begin transacting programmatically without a system overhaul.

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“Radio has always earned trust at a scale digital aspires to replicate. This partnership future-proofs that advantage, giving broadcasters a modern way to compete for the advertising dollars that have been flowing to digital media,” said John Rosso, President and CEO, Triton Digital. “Triton is laying the groundwork for a future where every dollar of audio advertising, no matter the channel, moves through the same connected infrastructure.”

“RCS powers broadcast media around the world. This partnership opens a significant new opportunity, giving stations a direct path to the programmatic advertising market on the playout software they already trust and rely on,” said Susan Larkin, CEO and President, RCS. “Simply, immediately, new revenue without new complexity. That is exactly what broadcasters deserve."

SOURCE: BusinessWire