Triton Digital links with RCS for programmatic advertising on radio

Global audio tech and services company Triton Digital has partnered with broadcast software provider RCS for programmatic advertising on over-the-air radio. A key technology is RCS’ so-called broadcast playout software. It is joined with Triton’s deeply established ad-buying platform. This linkage enables broadcasters to make their over-the-air ad inventory available through the same workflows advertisers already use to buy streaming audio and podcast inventory. So, easy for broadcasters to link into digital programmatic buying markets. This happens without any system overhaul on the radio side.

“Radio has always earned trust at a scale digital aspires to replicate. This partnership future-proofs that advantage, giving broadcasters a modern way to compete for the advertising dollars that have been flowing to digital media,” said John Rosso, President and CEO, Triton Digital. “Triton is laying the groundwork for a future where every dollar of audio advertising, no matter the channel, moves through the same connected infrastructure.”

“RCS powers broadcast media around the world. This partnership opens a significant new opportunity, giving stations a direct path to the programmatic advertising market on the playout software they already trust and rely on,” said Susan Larkin, CEO and President, RCS. “Simply, immediately, new revenue without new complexity. That is exactly what broadcasters deserve.”

This collaboration is available to broadcast radio partners as of this morning.