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iHeartMedia and TuneIn enter wide-ranging partnership: iHM stations added, iHeart to rep, Triton to monetize

In a hefty, wide-ranging partnership, iHeartMedia and its Triton Digital subsidiary are going into business with TuneIn. In the agreement iHM’s 850 radio stations will be piled into TuneIn. iHeart will also become TuneIn’s premier local ad sales representation partner. Further, Triton will monetize TuneIn’s local inventory, which promises to help advertisers reach new audiences at scale, according to the press notice.

TuneIn will leverage Triton Digital’s (recently acquired by iHeartMedia) industry-leading audio Supply Side Platform (SSP) that will seamlessly enable both the direct sale, through iHeart’s sophisticated local salesforce, as well as the programmatic sale, through TuneIn’s salesforce reaching audio publishers’ inventory across TuneIn‘s 200+ consumer platform touchpoints. All this to offer brands greater reach and targetability.

“The TuneIn and iHeart partnership is a great marriage of content and technology enabled by Triton’s cutting edge and comprehensive suite of audio advertising technology to support streaming audio and podcasts businesses with both direct and programmatic sales,” said Brian Kaminsky, Chief Data Officer and President of Revenue Strategies for iHeartMedia. “With Triton’s SSP, local advertisers will now have the ability to reach additional iHeart and TuneIn listeners through both direct and programmatic sales.”

“We are also excited that TuneIn’s open radio platform allows us to share our content and programming with even more streaming radio fans. Triton’s Audio Ad Tech delivers targeted audio advertising across the entire spectrum of listening platforms — web, mobile apps, smart speakers and across other distribution platforms like TuneIn,” Kaminsky added.

“The relationship with iHeart demonstrates the power of TuneIn’s open platform to flexibly align with the content, distribution and monetization assets of our partners to jointly create new and previously unrecognized value,” said Rob Deichert, Chief Revenue Officer for TuneIn. “We’re incredibly pleased to partner with iHeartMedia and Triton as we continue our mission to delight listeners and reinvent radio for a connected world.”

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Brad Hill

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