Viant Technology Inc. Partners with iHeartMedia to Revolutionize Addressable Audio Advertising

Richie Hyden, Senior Vice President of Publisher Solutions at Viant, articulated the vision behind this partnership, stating, “By combining iHeartMedia’s unmatched scale with Viant’s AI-powered platform, we’re unlocking the full promise of audio for advertisers.” The integration aims to provide advertisers with advanced tools and capabilities to engage with audiences more effectively across the rapidly growing audio medium.

As part of this expanded partnership, Viant has integrated its platform with Triton Digital, a leading global technology and services provider. This integration facilitates programmatic access to iHeartMedia’s vast audio inventory, which includes an extensive podcast catalog, streaming audio, and broadcast radio content. Advertisers utilizing Viant’s platform will now have the opportunity to launch addressable campaigns across the entire spectrum of iHeartMedia’s audio network, which is pivotal for brands looking to achieve precise targeting and measurable outcomes.

The collaboration not only enhances Viant’s offerings but also signifies a landmark achievement for the programmatic industry by incorporating Over-the-Air (OTA) broadcast radio into Viant’s platform for the first time. This integration underscores the complementary relationship between radio and podcasts in contemporary audio advertising strategies. Both mediums provide depth, authenticity, and engagement, which are essential for fostering consumer connections and conversions. The addition of radio brings unparalleled reach and frequency, amplified by the precision afforded by programmatic advertising.

Lisa Coffey, Chief Business Officer for iHeartMedia, emphasized the significance of this integration, stating, “This integration with Viant marks a pivotal moment for audio advertising and will help marketers drive stronger performance, while also delivering more relevant experiences for listeners.” With this partnership, advertisers will gain programmatic access to the entirety of iHeartMedia’s audio ecosystem, from podcasts to streaming and broadcast radio, all while maintaining the precision and transparency expected in the digital advertising space.

Viant Technology Inc. continues to lead in the realm of digital marketing innovation. Known for its omnichannel platform dedicated to CTV, Viant allows marketers to plan, execute, and measure campaigns with exceptional precision and efficiency. The recent launch of ViantAI represents the company’s commitment to developing fully autonomous advertising solutions that empower advertisers to reach their most ambitious goals.

Viant has received numerous accolades for its efforts, including recognition as the Best AI-Powered Advertising Solution and Best Demand-Side Platform by MarTech Breakthrough, as well as the Best Strategic AI Platform by the Adweek Tech Stack Awards. Additionally, the company has earned a Great Place to Work® certification and the Business Intelligence Group’s AI Excellence Award.

The partnership between Viant Technology Inc. and iHeartMedia heralds a transformative era for audio advertising, combining cutting-edge technology with unmatched scale. As advertisers increasingly turn to audio as a dynamic and engaging medium, this collaboration aims to deliver enhanced performance and more meaningful listener experiences. With the evolving landscape of digital marketing, Viant continues to position itself at the forefront of innovation, unlocking new opportunities for brands in the audio realm.