Triton Digital has announced a strategic partnership with RCS to bring programmatic advertising capabilities to over-the-air (OTA) radio.
The collaboration links RCS’ broadcast software playout capabilities to Triton’s programmatic ad-buying platform, allowing broadcasters to make their OTA inventory available through the same workflows advertisers use to buy streaming audio and podcast inventory.
Triton says this will enable station groups that use RCS to access digital advertising budgets previously unavailable to them, running on broadcasters’ existing RCS infrastructure.
“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,” added Susan Larkin, CEO and President, RCS.
