IHeartMedia Launches Automated, Programmatic Ad Buying Platform
IHeartMedia created and launched a programmatic and automated advertising buying platform for its broadcast radio stations, it said in a news release Wednesday. It's powered by cloud-platform provider Jelli, iHeartMedia said. The platform will let iHeartMedia offer ad inventory to…
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advertisers and agencies interested in improving the buying process and reducing administrative delays, it said. Through the platform, iHeartMedia will use data sets to target ads, including music-based psychographic groups, weather and traffic patterns, purchase behavior and other trends, it said. IHeartMedia said its Katz Media Group, a national sales firm representing radio broadcasters, also launched Expressway from Katz, a programmatic buying ad exchange for radio, using the same technology.