Triton Digital and RCS have a new partnership to provide programmatic advertising capabilities in broadcast radio.
The agreement links RCS’ playout capabilities to Triton’s programmatic platform. Both technology companies are owned by iHeartMedia.
“By connecting RCS’ broadcast playout software with Triton’s ad-buying platform, broadcasters can now monetize traditional radio inventory through automatic, data-driven workflows,” they said in a release.
“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.”
They said the collaboration is rolling out to broadcast partners and will be highlighted during the IBC2026 convention. The announcement was made by Triton President/CEO John Rosso and RCS CEO/President Susan Larkin.
Parent company iHeart has been working on several fronts to bring digital-style advertising processes and metrics to OTA radio.
In June it launched a capability called AudioGraph that promises to provide “digital-like targeting, identity-based planning, measurement and attribution” to broadcast radio in a big way. Those capabilities are driven by Triton Digital. iHeartMedia believes this will help connect radio better to the broad digital advertising ecosystem.
In August it announced that it had partnered with a media agency to launch what they called the ad industry’s first agentic streaming audio media campaign, in which streaming audio inventory was purchased through an AI-powered, agentic media-buying workflow. The company said that in the past, agentic buying “has largely been limited to media channels already accessible through programmatic technology” but that bringing radio into this ecosystem will mark an important shift in how advertisers manage campaigns.
