iHeartMedia is rolling out a new advertising platform designed to give broadcast radio many of the targeting and measurement capabilities long associated with digital media.<\/p>\n
Dubbed AudioGraph, the platform combines privacy-safe identity data, audience insights and listening models to allow advertisers to plan, target, measure and attribute broadcast radio campaigns with what iHeartMedia describes as \u201cdigital-like precision.\u201d The company says the new capabilities are powered by Triton Digital and mark the first time broadcast radio can be bought and measured at scale using identity-based audience data.<\/p>\n
The launch addresses a longstanding challenge for radio. While broadcast radio accounts for 64% of all audio consumption and reaches more than 278 million consumers each month through iHeartMedia stations alone, advertisers have traditionally relied on demographic-based buying and measurement tools.<\/p>\n
\u201cAudio has always delivered unmatched scale and human-to-human connection, but measurement and precision have lagged behind digital,\u201d Lisa Coffey, Chief Business Officer at iHeartMedia, said in a statement. \u201cWith 9 out of 10 Americans listening to broadcast radio every month, it\u2019s extremely important that buyers can access this scale and impact with the precision and efficiency of digital media.\u201d<\/p>\n
According to iHeartMedia, AudioGraph uses a privacy-safe identity framework built on first-party listener data, TransUnion audience attributes and proprietary listening models. The company says early proof-of-concept testing found campaigns planned and measured using AudioGraph IDs delivered KPI outcomes 75% higher than traditional demographic-based plans.<\/p>\n
The platform’s audience definitions can be applied across broadcast radio, streaming audio and podcasts, allowing advertisers to target consumers consistently across iHeartMedia\u2019s inventory.<\/p>\n
AudioGraph also includes direct connections to demand-side platforms, or DSPs, a move aimed at making radio easier to buy alongside other digital media channels.<\/p>\n
\u201cWe’re excited to build on our existing partnership with iHeartMedia by adding AudioGraph, bringing more precise targeting and measurement to broadcast radio,\u201d said Chandra Cirulnick, VP of Strategic Partnerships at Yahoo DSP. \u201cAdding broadcast radio via AudioGraph means our clients can reach even broader audiences with measurable results.\u201d<\/p>\n
The company says the platform was designed to integrate with existing attribution and analytics providers. Initial partnerships include Magellan AI, PlaceIQ and GroundTruth, enabling advertisers to connect radio exposure to outcomes such as store visits and foot traffic.<\/p>\n
\u201cOne of the biggest challenges for advertisers has been evaluating broadcast radio within a unified, cross-channel measurement framework,\u201d said Cameron Hendrix, CEO and Co-Founder of Magellan AI. \u201cAudioGraph helps close that gap by making radio listenership addressable and attributable within the same systems as digital and podcasting.\u201d<\/p>\n
Marketers are also expressing interest in the initiative. Vinny Rinaldi, Vice President of Consumer Connections at The Hershey Company, said the platform gives radio an opportunity to align more closely with digital buying and measurement standards.<\/p>\n
\u201cRadio now has a chance to see its day, helping drive demand creation and new intent for brands, aligned with the measurement architect of the rest of the digital ecosystem,\u201d Rinaldi said.<\/p>\n
iHeartMedia Chairman and CEO Bob Pittman said AudioGraph combines radio\u2019s scale and listener trust with the accountability advertisers increasingly demand.<\/p>\n
\u201cThere are more people listening today than 10 or 20 years ago, and that trust is something no technology can manufacture,\u201d Pittman said. \u201cAudioGraph lets advertisers harness trust and unparalleled reach with the precision and proof the modern marketplace demands.\u201d<\/p>\n
Triton Digital says AudioGraph was built as an industry-wide solution and is intended to expand beyond iHeartMedia. The platform launches initially on iHeartMedia inventory, with broader deployment across the U.S. radio industry and international markets planned beginning in 2027.<\/p>\n","protected":false},"excerpt":{"rendered":"iHeartMedia is rolling out a new advertising platform designed to give broadcast radio many of the targeting and…\n","protected":false},"author":2,"featured_media":506250,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28],"tags":[93,710,61,60,278,43],"class_list":["post-506249","post","type-post","status-publish","format-standard","has-post-thumbnail","category-music","tag-entertainment","tag-free","tag-ie","tag-ireland","tag-music","tag-news"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/506249","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/comments?post=506249"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/506249\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media\/506250"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media?parent=506249"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/categories?post=506249"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/tags?post=506249"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}