Triton Digital and RCS Worldwide have integrated their platforms, letting broadcasters running RCS’s playout software transact programmatic ads on their existing infrastructure. This extends automated ad buying to over-the-air radio inventory.
The integration connects RCS Worldwide’s playout software directly to Triton Digital’s ad-buying platform, giving broadcasters access to the same automated, data-driven workflows advertisers already use to purchase streaming and podcast inventory, opening OTA radio to digital ad budgets that have largely bypassed the medium.
Both companies are tied to iHeartMedia’s ownership umbrella. Radio Ink previously reported iHeart’s plan to extend agentic AI ad buying to broadcast radio by year’s end, building on AudioGraph, the identity-based targeting and measurement platform it launched with Triton Digital in June.
Triton Digital President and CEO John Rosso said, “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. 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 Worldwide President and CEO Susan Larkin said, “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. Simply, immediately, new revenue without new complexity. That is exactly what broadcasters deserve.”
