Triton, RCS Bring Programmatic Buying to OTA Radio

RADIO ONLINE | Monday, August 31, 2026 | 5:42pm CT

Triton Digital

Triton Digital has partnered with broadcast software provider RCS on a new integration designed to enable programmatic advertising dollars to flow directly into over-the-air radio inventory. The companies say the first-of-its-kind integration will allow broadcasters to make traditional broadcast radio inventory available for programmatic transactions without requiring an overhaul of their existing systems.

The partnership is aimed at giving over-the-air radio some of the same automated buying capabilities and ease of transaction already available to advertisers across digital audio and podcasting.

By establishing a direct pipeline between Triton's advertising technology and RCS broadcast systems, the integration is designed to open traditional radio inventory to programmatic demand while fitting into broadcasters' existing workflows.

The development represents another step toward bringing broadcast and digital audio advertising into a more unified marketplace as agencies and advertisers increasingly use automated platforms to plan and purchase media.

Triton Digital plans to demonstrate the new integration during the 2026 International Broadcasting Convention (IBC).