Last spring, iHeartMedia launched a programmatic ad buying network for its radio stations. Now, the broadcaster has upped the ante — launching a private marketplace for digital radio.
Programmatic buyers will be able to access iHeartMedia’s radio inventory across its digital properties on iHeartRadio. Now, advertisers will be able to deliver automated and targeted campaigns to iHeart’s 85 million registered users.
iHeartMedia President of Programmatic and Data Operations Brian Kaminsky calls the launch a natural extension of the broadcaster’s direct sales and broadcast programmatic initiatives that “further enables us to capture even more of the $20 billion in ad spending that is projected for 2016.”
The broadcaster is partnering with AdsWizz to incorporate first-party and partner data to make the buying experience effective.