iHM Launches Programmatic Marketplace For Digital Radio

iHeartMedia Monday announced the launch of the first programmatic private marketplace for digital radio in the U.S.

The private marketplace will allow select programmatic buyers to access iHeartMedia’s premium radio inventory across its digital properties on iHeartRadio, the company's digital music and streaming service. Agencies and brands will be able to programmatically target iHeartRadio’s extensive audience using a combination of first and third party data segments.

iHeartMedia offers free digital listening to its 858 live radio stations from across the country through iHeartRadio. The all-in-one digital audio service, which features live and custom stations, is the fastest growing digital service in history, surpassing 85 million registered users and more than a billion downloads in only a few short years. Now, with the launch of iHeartMedia's private marketplace for programmatic buying of its digital audio inventory, select advertisers will be able to deliver automated and targeted campaigns with ease to iHeartRadio's millions of dedicated listeners.

"Audio has a significant and growing role in the lives of today's consumers and iHeartMedia is committed to evolving the ways marketers can reach and influence their target audience through our audio channels," said Brian Kaminsky, President of Programmatic and Data Operations for iHeartMedia. "Offering a programmatic approach to buying iHeartRadio's digital listening audiences is a natural extension of our direct sales and broadcast programmatic initiatives and further enables us to capture even more of the $20 billion in ad spending that is projected for 2016."