Viant Technology Inc., a provider of AI-powered programmatic advertising for connected television and digital media, said it has formed a strategic integration with iHeartMedia, the largest audio company in the United States and the world’s top podcast publisher, according to Podtrac.

The partnership aims to enhance addressability, measurement, and automation in audio advertising across podcasts, streaming audio, and over-the-air broadcast radio—one of the industry’s most enduring reach channels.

As part of the expanded relationship, Viant has integrated with Triton Digital, enabling programmatic access to iHeartMedia’s audio inventory, including its podcast catalog, streaming audio, and broadcast radio offerings. Advertisers using Viant’s platform can now activate addressable campaigns across the complete iHeartMedia network, applying digital-style precision to one of media’s fastest-growing formats.

“Audio has evolved into a dynamic, data-driven channel,” said Richie Hyden, senior vice president 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 integration also marks a notable shift for the programmatic industry, as it brings broadcast radio into Viant’s platform for the first time. While podcasts have become a core component of modern media plans, radio continues to deliver reach and frequency on a large scale. Together, the companies said, the two formats form complementary pillars of an increasingly unified audio strategy—pairing engagement and authenticity with performance and measurability.

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Lisa Coffey, Chief Business Officer at iHeartMedia, described the move as a turning point for the medium. “This integration allows advertisers to access the full spectrum of iHeart’s audio network programmatically—from podcasts and streaming to broadcast radio—with the transparency and performance they expect from digital,” she said. “It’s a major step toward unifying audio under a single, scalable, data-driven solution.”

For advertisers, the companies argue, the partnership signals a future in which audio—long prized for intimacy and trust—can now be planned, bought, and measured with the same rigor as other digital channels.

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In a bold step toward democratizing nonprofit access to CTV advertising, AdGood, the 501c3 nonprofit CTV media platform built for mission-driven organizations, has announced a strategic partnership with Viant Technology Inc., a leader in CTV and AI-powered programmatic advertising. This collaboration brings together AdGood’s expansive pool of donated CTV inventory with Viant’s sophisticated audience targeting capabilities, empowering nonprofits to effectively deliver and measure high-impact campaigns to the right households at a fraction of traditional media costs.

With more than 450 million premium CTV impressions available monthly from top publishers and platforms, AdGood is redefining what’s possible for nonprofits in the media landscape. By integrating with Viant’s Demand-Side Platform (DSP), including its pioneering Household ID technology, nonprofits can activate data-driven campaigns with the precision and efficiency typically reserved for major brands.

“This partnership leverages Viant’s longstanding leadership in addressable CTV advertising, allowing nonprofit organizations to connect meaningfully with key audiences across premium inventory,” said Jon Schulz, Chief Marketing Officer at Viant Technology. “By ensuring affordable, seamless access to premium CTV inventory beyond restrictive walled gardens, Viant and AdGood are making it easier for purpose-driven campaigns to drive measurable social impact.”

Key Benefits for Nonprofits:

• Advanced Targeting: Use Viant’s Household ID to deliver the right message to the right household, without relying on cookies.
• Affordable Reach: Nonprofits can run CTV campaigns—powered by AdGoods inventory and optimized through Viant’s DSP.
• Seamless Activation: AdGood handles all inventory procurement, compliance, and setup for nonprofit clients.
• Massive Scale: Access over 450 million monthly CTV impressions from top publishers and platforms donating unused inventory through AdGood.
• Superior Measurement Across CTV: Access to Viant’s advanced measurement and reporting capabilities, allowing nonprofits to track their CTV campaigns’ impact on driving donations, highlighting which audiences and tactics are driving the most action and return on ad spend.

“Viant’s leadership in CTV advertising allows us to open up premium streaming advertising to nonprofits in a way that’s equitable, effective, and scalable,” said Kris Johns, Founder and CEO of AdGood. “We’re not just offering discounted media—we’re building an ecosystem where nonprofits can advertise using the same tools as major brands, with purpose at the core. We want to make it easy for all of AdTech to do good. Partner with us, and we’ll get your technology into the hands of every nonprofit we can.”

AdGood sources donated CTV inventory from leading publishers and matches it with nonprofits looking to grow awareness and drive donations, offering 70 %+ discounts on market rates for the same premium CTV supply. The organization supports nonprofits for all their CTV media needs from targeting to reporting through its managed service and self-serve GenAI-powered Ad Manager (am.AdGood.org).

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