Viant Technology Inc. has announced a new partnership with iHeartMedia aimed at improving addressable audio advertising across podcasts, streaming, and broadcast radio. The integration involves Triton Digital, which provides programmatic access to iHeartMedia’s wide-ranging audio inventory.
Advertisers using Viant’s demand-side platform (DSP) will now be able to launch targeted campaigns across the entire iHeartMedia audio network. This move is intended to provide brands with more precise and transparent options for reaching audiences in the growing digital audio market.
“Audio is one of the most engaging mediums and has truly evolved into a dynamic, data driven channel,” said Richie Hyden, SVP of Publisher Solutions at Viant. “By combining iHeartMedia’s unmatched scale with Viant’s AI-powered DSP, we’re unlocking the full promise of audio for advertisers.”
The collaboration also introduces over-the-air broadcast radio into Viant’s platform, bringing traditional radio into the programmatic advertising ecosystem. According to both companies, this unifies radio and podcasts as key components of modern advertiser strategies by combining reach and engagement with data-driven targeting.
“This integration with Viant marks a pivotal moment for audio advertising and will help marketers drive stronger performance, while also delivering more relevant experiences for listeners,” said Lisa Coffey, Chief Business Officer for iHeartMedia. “This allows advertisers to programmatically access the full spectrum of iHeart’s audio network — from podcasts and streaming to broadcast radio — with the precision, transparency, and performance they expect from digital. It’s a major step forward in unifying the power of audio under one scalable, data-driven solution.”
Viant Technology Inc., listed on NASDAQ as DSP, focuses on CTV and AI-powered programmatic advertising solutions designed to help marketers plan and measure their campaigns efficiently.
