iHeartMedia, Viant Partner to Unlock Addressable Audio at Scale
As a part of the expanded partnership, Viant has integrated with Triton Digital, which enables programmatic access to iHeartMedia’s audio inventory, including its unrivalled podcast catalogue, streaming audio, and broadcast radio inventory.
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Viant Technology Inc., a company in CTV and AI-powered programmatic advertising, has announced a strategic integration with iHeartMedia to deliver enhanced addressability, measurement, and programmatic innovation across podcasts, streaming, and broadcast radio.
As a part of the expanded partnership, Viant has integrated with Triton Digital – the global technology and services company – which enables programmatic access to iHeartMedia’s audio inventory, including its unrivalled podcast catalogue, streaming audio, and broadcast radio inventory.
Advertisers leveraging Viant’s DSP 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.
“Audio is one of the most engaging mediums and has truly evolved into a dynamic, data-driven channel,” said Richie Hyden, SVP of Publisher Solutions at Viant. “By combining iHeartMedia’s unmatched scale with Viant’s AI-powered DSP, we’re unlocking the full promise of audio for advertisers.”
ALSO READ: StackAdapt, iHeartMedia Bring Broadcast Radio to Programmatic Advertising
The integration also brings over-the-air (OTA) broadcast radio into Viant’s platform, which brings broadcast radio into the programmatic ecosystem on the demand side, demonstrating how radio and podcasts together form complementary pillars of the modern audio strategy for advertisers.
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.
“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,” said Lisa Coffey, Chief Business Officer for iHeartMedia.
“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.”
ALSO READ: Viant Expands Direct Access in CTV with Magnite SpringServe Integration
