Two iHeartMedia owned tech platforms are bringing their systems together as Triton Digital’s programmatic ad-buying platform will now integrate into RCS‘ broadcast playout software.

The companies state that this partnership “links RCS’ playout capabilities, which already power broadcast operations at radio groups globally, directly to Triton’s programmatic platform; broadcasters can make their OTA inventory available through the same workflows advertisers already use to buy streaming audio and podcast inventory to enable RCS broadcasters to access digital advertising budgets previously unavailable to them.”

Triton Digital President/CEO John Rosso said, “Radio has always earned trust at a scale digital aspires to replicate. This partnership future-proofs that advantage, giving broadcasters a modern way to compete for the advertising dollars that have been flowing to digital media. Triton is laying the groundwork for a future where every dollar of audio advertising, no matter the channel, moves through the same connected infrastructure.”

RCS President/CEO Susan Larkin followed, “RCS powers broadcast media around the world. This partnership opens a significant new opportunity, giving stations a direct path to the programmatic advertising market on the playout software they already trust and rely on. Simply, immediately, new revenue without new complexity. That is exactly what broadcasters deserve.”