As part of a larger effort to increase visibility, monetize content and improve digital offerings, iHeartMedia has announced another integration, this time with marketing and advertising company StackAdapt.
iHeart’s audio inventory — including broadcast radio, digital radio, streaming and podcasts — will now be directly available to U.S. advertisers through the StackAdapt platform.
“Offering marketers the scale and reach of broadcast radio inventory programmatically represents a major step forward in simplifying audio planning and activation, as advertisers can now plan, forecast, buy, measure and report on all audio channels within StackAdapt,” the company said in a press release. “This eliminates manual processes and enables faster and more precise data-driven decisions across AM/FM broadcast and digital audio.”
[Related: “iHeartMedia Hopes to Convert Its Broadcast Inventory Into Digital Dollars“]
According to the company, through its AI-based StackAdapt Marketing Platform, advertisers can target iHeart’s broadcast inventory using first-party audience segments, behavioral data or custom parameters alongside other programmatic formats — such as CTV (Connected TV) and DOOH (Digital Out-of-Home) — to “create a unified, full-funnel audio strategy.”
“This partnership with StackAdapt makes iHeart’s premium audio experiences more accessible to the programmatic marketplace,” said Lisa Coffey, chief business officer for iHeartMedia, in the release. “We are bringing together the reach and trust of broadcast radio with the agility and precision of programmatic buying. For marketers, it is an opportunity to activate at scale in one of the most engaging and brand-safe environments.”
iHeart also announced new partnerships with TikTok and Amazon Ads this month.
