As marketers continue shifting budgets toward channels that combine reach with precision, addressable audio advertising is emerging as a powerful opportunity across the MarTech ecosystem. Viant Technology Inc. and iHeartMedia have announced a strategic partnership designed to bring greater addressability, measurement, and programmatic scale to audio advertising across podcasts, streaming audio, and broadcast radio.
Viant, a technology company focused on connected TV and AI powered programmatic advertising, said the integration enables advertisers to access iHeartMedia’s extensive audio inventory programmatically through its platform. iHeartMedia is the largest audio company in the United States and the leading podcast publisher globally, according to Podtrac. The partnership aims to help brands activate addressable audio advertising campaigns with more precision and transparency across one of the fastest growing media channels.
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As part of the collaboration, Viant has integrated with Triton Digital, a global audio technology and services provider. This integration allows programmatic access to iHeartMedia’s podcast catalog, streaming audio inventory, and broadcast radio. Advertisers using Viant can now run campaigns across the full iHeartMedia audio network, aligning targeting and measurement with performance goals.
“Audio is one of the most engaging mediums and has truly evolved into a dynamic, data-driven channel,” said Richie Hyden, SVP of Publisher Solutions at Viant. “By combining iHeartMedia’s unmatched scale with Viant’s AI-powered platform, we’re unlocking the full promise of audio for advertisers.”
A notable element of the partnership is the inclusion of over the air broadcast radio within Viant’s programmatic platform for the first time. Traditionally valued for reach and frequency, broadcast radio is now being connected to modern programmatic workflows alongside podcasts and streaming audio. This brings together depth, authenticity, and engagement with advanced targeting and performance measurement, expanding the role of addressable audio advertising in media plans.
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For advertisers, the integration reflects how audio channels are converging into a unified strategy. Podcasts and radio are increasingly viewed as complementary rather than separate, allowing brands to reach listeners across moments of focus, routine, and discovery while maintaining consistent measurement and optimization.
“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,” said Lisa Coffey, Chief Business Officer for iHeartMedia. “This allows advertisers to programmatically access the full spectrum of iHeart’s audio network — from podcasts and streaming to broadcast radio — with the precision, transparency, and performance they expect from digital. It’s a major step forward in unifying the power of audio under one scalable, data-driven solution.”
The partnership highlights a broader industry trend toward making addressable audio advertising more accessible and measurable at scale. As brands look beyond traditional display and video channels, audio is gaining renewed attention for its ability to drive engagement and outcomes.
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