iHM, Magnite Unify Access to Broadcast and Digital Audio

RADIO ONLINE | Tuesday, January 9, 2024 | 11:39am CT

Magnite

Magnite, an independent sell-side advertising company, and iHeartMedia are launching a first-of-its-kind marketplace that brings together iHeartMedia's broadcast radio, streaming radio and podcast assets for inclusion in omnichannel programmatic media buys, providing the reach and efficiency that advertisers are seeking from audio.

Built from a custom implementation of Magnite's SpringServe ad serving technology, the marketplace enables advertisers to transact with a data-driven approach via real-time-bidding across iHeartMedia's broadcast and digital audio inventory through a single activation channel.

"With today's consumers spending a third of their media time with audio, expanding programmatic's access to iHeart's audio assets is imperative for the industry," said iHeartMedia Chief Data Officer and President of Revenue Strategies Brian Kaminsky. "Not only are we expanding what role programmatic can play for advertisers, we are also improving the efficacy of their campaigns by allowing them to use real-time data to message their audience in the most engaging way possible, in an environment of trust and interest."

"Establishing more direct connections within the advertising supply chain benefits both publishers and buyers and we're proud to build technology to facilitate this for the largest media owners in the world like iHeartMedia," added Magnite Chief Revenue Officer Sean Buckley. "We've worked closely with iHeartMedia to develop bespoke and new-to-market solutions for podcast and audio. Consolidated paths will continue to gain momentum and we look forward to continuing to pave the way in this effort."

"The premium audio marketplace created by iHeart provides PMX clients with direct programmatic access to scaled, high-quality audio inventory," said PMX US CEO and Publicis Groupe Chief Growth Officer Jay Askinasi. "As we expand our PMX Lift solution to connect across platforms, including audio, it will be important to have this combination of broadcast and digital assets and data to achieve better efficiency, control and analytics and drive greater value and insights for our clients."