Triton Digital and RCS Bring Programmatic Advertising to Over-the-Air (OTA) Broadcast Radio
Triton Digital, the global technology and services provider to the digital audio, podcast and broadcast radio industries, today announced a strategic partnership with RCS, the world’s largest broadcast software provider, bringing programmatic advertising capabilities to over-the-air (OTA) radio. By connecting RCS’ broadcast playout software with Triton’s ad-buying platform, broadcasters can now monetize traditional radio inventory through automatic, data-driven workflows.
The partnership marks another milestone in Triton’s vision of making broadcast radio as addressable, measurable and transactable as digital audio, and moves the industry a step closer to buying and selling with the same ease as streaming and podcasts.
This partnership links RCS’ playout capabilities, which already power broadcast operations at radio groups globally, directly to Triton’s programmatic platform; broadcasters can make their OTA inventory available through the same workflows advertisers already use to buy streaming audio and podcast inventory. This will enable RCS broadcasters to access digital advertising budgets previously unavailable to them.
Because the integration runs on broadcasters’ existing RCS infrastructure, stations can begin transacting programmatically without a system overhaul.
“Radio has always earned trust at a scale digital aspires to replicate. This partnership future-proofs that advantage, giving broadcasters a modern way to compete for the advertising dollars that have been flowing to digital media,” said John Rosso, President and CEO, Triton Digital. “Triton is laying the groundwork for a future where every dollar of audio advertising, no matter the channel, moves through the same intelligent infrastructure.”
“RCS powers broadcast media around the world. This partnership opens a significant new opportunity, giving stations a direct path to the programmatic advertising market on the playout software they already trust and rely on,” said Susan Larkin, CEO and President, RCS. “Simply, immediately, new revenue without new complexity. That is exactly what broadcasters deserve."
The Triton–RCS collaboration is rolling out to broadcast radio partners now. Triton will be available on-site at the 2026 International Broadcasting Convention in Amsterdam for live demos. To learn more about how this partnership is bringing programmatic capabilities to broadcast radio, visit www.tritondigital.com and www.rcsworks.com.
About Triton Digital
Triton Digital® is the global technology and services leader to the digital audio, podcast, and broadcast radio industries. Operating in more than 80 countries, Triton provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize revenue, and streamline their day-to-day operations. In addition, Triton powers the global online audio industry with Webcast Metrics®, the leading streaming audio measurement service and Podcast Metrics, one of the first IAB-certified podcast measurement services in the industry. With unparalleled integrity, excellence, teamwork, and accountability, Triton remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global audio industry.
This is a press release which we link to from Podnews, our daily newsletter about podcasting and on-demand. We may make small edits for editorial reasons.