Observed Signal · Dec 23, 2025 · Partnership · Source: AdExchanger · Impact: 3/5 · Sentiment: Neutral
Viant Integrates iHeartMedia: Radio Meets Programmatic Advertising
Viant’s DSP now has direct access to iHeartMedia’s streaming, podcast, and broadcast radio inventory through a partnership with iHeartMedia and Triton Digital. The integration enables data graph matching and shared audience IDs across digital audio and broadcast radio, expanding programmatic access for advertisers. Triton Digital wired iHeart’s 800+ broadcast radio stations to its SSP and built an identity spine to enable targeting of radio listeners. This collaboration allows programmatic guaranteed deals for iHeart’s broadcast radio and enhances cross-channel measurement and attribution, including hour-level data. The move follows Viant’s existing access to iHeart’s podcast and streaming music inventory and reflects the growing SPO-driven trend of DSPs forming closer publisher relationships to unlock more inventory and signals.
Expansion of programmatic access to broadcast radio inventory via direct DSP integration; potential industry impact
Track Viant Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Viant's DSP has direct access to iHeartMedia's streaming, podcast, and now broadcast radio inventory via integration with iHeartMedia and Triton Digital.
- The integration enables data graph matching and shared IDs for targeting across digital audio and broadcast radio.
- Triton Digital wired up iHeart's 800+ broadcast radio stations to its SSP to enable programmatic access.
- Programmatic guaranteed deals for iHeart’s broadcast radio inventory are now possible, with cross-channel measurement and hour-level attribution.
- This builds on Viant’s existing access to iHeartMedia’s podcast and streaming music inventory, expanding to broadcast radio.
Connected Companies & Entities
4 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Viant Integrates with Publica to Expand CTV Access
Publica by Integral Ad Science (IAS) and Viant Technology Inc. announced an integration that connects Viant’s Direct Access supply path with Publica’s CTV publisher footprint. The integration enables Viant advertisers to buy premium connected-TV (CTV) inventory from Publica publishers, aiming to simplify CTV buying with improved efficiency, transparency, and signal quality. Integral Ad Science highlights that advertisers can also use IAS Total TV capabilities for show/genre-level transparency and brand suitability controls. Executives from Publica, Viant and Philo are quoted emphasizing improved monetization for publishers and better access to high-quality streaming inventory for performance-driven advertisers. The article was published July 9, 2026.
Magellan AI Expands iHeartMedia Partnership for Radio Attribution
Magellan AI announced an expanded partnership with iHeartMedia on April 30, 2026 to extend its audio attribution capabilities to broadcast radio. Building on an existing relationship that covered podcasts, streaming audio and connected TV, the expansion will leverage iHeartMedia’s simulcast data to map broadcast radio exposure to measurable outcomes. Attribution reporting tied to that data will be made available exclusively to advertisers working with iHeartMedia and will report full-funnel results such as web visits, form fills, leads and purchases. The integration aims to unify measurement across broadcast radio and digital audio channels, enabling advertisers to evaluate campaign performance across the broader audio and media mix.
Viant Launches Enhanced Publisher Solutions for CTV
Viant Technology announced the launch of Viant Publisher Solutions, a centralized, no-cost tool set for publishers designed to increase transparency, signal fidelity and monetization across its CTV-focused, AI-powered programmatic platform. The package includes SupplyIQ (supply-quality reporting), a Direct Access supply-path optimization framework (Viant charges publishers no fees), Household ID integration for deterministic first-party identity syncing, and IRIS_ID for content-level mapping and targeting. Viant says these inputs influence bidding, spend allocation and campaign optimization and that 85% of CTV spend on its platform now transacts via Direct Access. Executives from Viant and publisher partners (Tubi, Molson Coors) are quoted highlighting improved collaboration, signal quality and measurable monetization outcomes. The release is dated 2026-06-11.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.