iHeartMedia and Viant Partner to Unlock Addressable Audio at Scale

Key Terms

programmatic advertising technical

Programmatic advertising is the automated buying and selling of digital ad space using software and data to match ads to specific audiences in real time, like an electronic auction where advertisers bid for attention and publishers sell ad slots. It matters to investors because it shapes how efficiently a company can turn user attention into predictable revenue, affects margins and growth potential, and brings data-privacy and platform-quality risks that can influence future earnings.

addressable campaigns technical

Addressable campaigns are advertising efforts that target specific, identified households or users rather than a broad, anonymous audience. Think of it like sending a tailored coupon to only the customers most likely to use it; for investors, these campaigns matter because they typically raise ad efficiency and measurable revenue by delivering the right message to the right people and allowing advertisers and platforms to track responses more accurately.

broadcast radio technical

Broadcast radio is the transmission of audio programs over public radio waves that anyone with a receiver can pick up, like a shared public bulletin board for sound. For investors, it matters because audience size and loyalty determine advertising income and regulatory licenses affect operating rights and costs, so changes in listenership, technology or rules can directly influence a station’s revenue and the value of companies that own or depend on those signals.

programmatic access technical

Programmatic access is the ability for software to retrieve or send data automatically between systems without human intervention, like a faucet that lets programs draw information on demand. For investors, it matters because it enables faster, repeatable tasks—such as automated data feeds, algorithmic trading, or bulk reporting—reducing delays and manual errors and allowing decisions to be made at scale and in near real time.

Integration will drive addressability across iHeart’s premier audio network including podcast, streaming and broadcast radio

IRVINE, Calif.--(BUSINESS WIRE)-- Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, today announced a strategic integration with iHeartMedia, the No. 1 audio company in the U.S. and the No. 1 podcast publisher globally according to Podtrac, to deliver enhanced addressability, measurement, and programmatic innovation across podcasts, streaming and broadcast radio.

Advertisers leveraging Viant’s platform can now activate addressable campaigns across the full spectrum of iHeartMedia’s audio network, unlocking greater precision, transparency, and performance for brands seeking outcomes from one of media’s fastest-growing channels.

As a part of the expanded partnership, Viant has integrated with Triton Digital—the global technology and services leader—which enables programmatic access to iHeartMedia’s extensive audio inventory, including its unrivaled podcast catalog, streaming audio and broadcast radio inventory. Advertisers leveraging Viant’s platform can now activate addressable campaigns across the full spectrum of iHeartMedia’s audio network, unlocking greater precision, transparency, and performance for brands seeking outcomes from one of media’s fastest-growing channels.

“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.”

The partnership also marks a milestone for the programmatic industry, bringing OTA broadcast radio—one of the most powerful reach channels in media—into Viant’s platform for the first time, demonstrating how radio and podcasts together form complementary pillars of the modern audio strategy for advertisers. Like podcasts, radio delivers depth, authenticity, and engagement that drive consumer connection and conversion — but it also brings the unmatched power of reach and frequency, all amplified by the precision and performance of programmatic.

“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.”

ABOUT VIANT

Viant Technology Inc. (NASDAQ: DSP) is a leader in CTV and AI-powered programmatic advertising, dedicated to driving innovation in digital marketing. Viant’s omnichannel platform built for CTV allows marketers to plan, execute and measure their campaigns with unmatched precision and efficiency. With the launch of ViantAI, Viant is building the future of fully autonomous advertising solutions, empowering advertisers to achieve their boldest goals. Viant was recently awarded Best AI-Powered Advertising Solution and Best Demand-Side Platform by MarTech Breakthrough, Best Strategic AI Platform by the Adweek Tech Stack Awards, and received a Great Place to Work® certification and the Business Intelligence Group’s AI Excellence Award. Learn more at viantinc.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20251218864012/en/

Media Contact:

Marielle Lyon

mlyon@viantinc.com

Source: Viant Technology Inc.