India’s Radio City partners with AdsWizz and Google for new revenue streams, the digital arm of Indian broadcaster Radio City, has entered a partnership with AdsWizz and the Google AdWords Premier Small & Medium Business Partner Program. These deals could create new revenue streams for the Indian company.

Working with AdsWizz will allow Radio City to monetize its online radio stations with the programmatic buying of audio ad inventory. Radio City operates 52 online radio stations with a reach of 30-million listeners.

“Online audio advertising has been consistently growing with the increasing popularity of online audio consumption,” Radio City CEO Abraham Thomas said. “Radio City’s strategic alliances with two powerhouses of the digital advertising space will help us accelerate our digital first approach. The partnerships will drive synergies with our customers and enable digital audio advertising transactions to flow seamlessly between buyers and sellers. Our partnership with technology based services will also simplify and quicken the entire process of buying and selling ads, thereby benefiting all the stakeholders.”

“Programmatic ad buying allows buyers granular targeting based on consumer behavior such as music interests, purchase patterns and demographics,” AdsWizz CEO Alexis van de Wyer said. “The programmatic space in India is significantly mature in terms of technology adoption. We are happy to partner with Radio City which has a commanding presence in the digital space and help them optimize their ad inventory. We hope that this partnership will go a long way in revolutionizing buying of ad space and create awareness around the benefits of programmatic advertising.”

Anna Washenko