Advertisers buying podcast and streaming audio can now access over the air radio inventory through a new Triton Digital and RCS partnership.
The integration connects RCS’s broadcast playout software with Triton’s ad buying platform, bringing traditional radio inventory into programmatic workflows already used to purchase digital audio, including podcasts and streaming audio.
For advertisers, the development creates an opportunity to include over the air radio alongside other audio inventory within connected buying workflows. For RCS broadcasters, it provides access to digital advertising budgets without requiring stations to replace their existing playout infrastructure.
Triton Digital’s Audio Marketplace already brings together broadcast radio, podcasting, streaming and online music, allowing marketers and agencies to plan, buy and measure cross-platform audio advertising programmatically.
The RCS integration extends this approach by connecting broadcast playout directly to Triton’s programmatic platform. Broadcasters can make their over the air inventory available through the same type of infrastructure used for digital audio advertising.
John Rosso, President and CEO of Triton Digital, said: “This partnership future-proofs that advantage, giving broadcasters a modern way to compete for the advertising dollars that have been flowing to digital media.”
Susan Larkin, CEO and President of RCS, said the partnership gives stations “a direct path to the programmatic advertising market” through the playout software they already use.
The collaboration is now rolling out to broadcast radio partners. Triton will also demonstrate the integration at the 2026 International Broadcasting Convention in Amsterdam.
