Viant integrates with iHeartMedia to extend AI-powered, addressable programmatic advertising across podcasts, streaming audio, and broadcast radio.
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.
