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.
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 “digital-like precision.” 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.
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.
“Audio has always delivered unmatched scale and human-to-human connection, but measurement and precision have lagged behind digital,” Lisa Coffey, Chief Business Officer at iHeartMedia, said in a statement. “With 9 out of 10 Americans listening to broadcast radio every month, it’s extremely important that buyers can access this scale and impact with the precision and efficiency of digital media.”
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.
The platform’s audience definitions can be applied across broadcast radio, streaming audio and podcasts, allowing advertisers to target consumers consistently across iHeartMedia’s inventory.
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.
“We’re excited to build on our existing partnership with iHeartMedia by adding AudioGraph, bringing more precise targeting and measurement to broadcast radio,” said Chandra Cirulnick, VP of Strategic Partnerships at Yahoo DSP. “Adding broadcast radio via AudioGraph means our clients can reach even broader audiences with measurable results.”
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.
“One of the biggest challenges for advertisers has been evaluating broadcast radio within a unified, cross-channel measurement framework,” said Cameron Hendrix, CEO and Co-Founder of Magellan AI. “AudioGraph helps close that gap by making radio listenership addressable and attributable within the same systems as digital and podcasting.”
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.
“Radio 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,” Rinaldi said.
iHeartMedia Chairman and CEO Bob Pittman said AudioGraph combines radio’s scale and listener trust with the accountability advertisers increasingly demand.
“There are more people listening today than 10 or 20 years ago, and that trust is something no technology can manufacture,” Pittman said. “AudioGraph lets advertisers harness trust and unparalleled reach with the precision and proof the modern marketplace demands.”
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.