Viant Integrates iHeartMedia Audio Inventory Into Programmatic Platform.

Viant Technology has expanded its programmatic audio capabilities through a new integration with iHeartMedia, giving advertisers programmatic access to the audio giant’s podcast, streaming and broadcast radio inventory.

The partnership connects Viant’s AI-powered demand-side platform with Triton Digital, enabling addressable buying across iHeartMedia’s full audio portfolio. Advertisers using Viant can now activate campaigns across podcasts, digital streaming and over-the-air radio through a single programmatic workflow.

The integration also marks the first time Viant has brought broadcast radio inventory into its platform, extending programmatic capabilities to one of audio’s largest reach channels. Viant says the move underscores how broadcast radio and podcasts can work together as complementary components of modern audio strategies, pairing scale and frequency with data-driven targeting and measurement.

“This integration with Viant marks a pivotal moment for audio advertising and will help marketers drive stronger performance, while also delivering more relevant experiences for listeners,” said Lisa Coffey, Chief Business Officer for iHeartMedia. “This allows advertisers to programmatically access the full spectrum of iHeart’s audio network — from podcasts and streaming to broadcast radio — with the precision, transparency, and performance they expect from digital. It’s a major step forward in unifying the power of audio under one scalable, data-driven solution.”

Viant SVP of Publisher Solutions Richie Hyden added. “Audio is one of the most engaging mediums and has truly evolved into a dynamic, data-driven channel. By combining iHeartMedia’s unmatched scale with Viant’s AI-powered platform, we’re unlocking the full promise of audio for advertisers.”