• by Tyler Loechner  @mp_tyler, June 27, 2014

Jelli, a programmatic ad platform for radio, has announced its intention to exit the “social radio” space starting Monday, June 30. The company launched its “social radio” service in 2009 as a way for fans to engage with local radio stations in real-time.

In a blog post announcing the news, the company wrote: “[O]ur social radio service didn’t take off nationwide as we hoped. This has led the team to make the difficult decision to retire social radio and focus completely on a new innovation for the broadcast industry.”

While it’s not explicitly mentioned in the blog post, a Jelli representative told Real-Time Daily that the “new innovation” is the company’s programmatic platform, which launched earlier this year. The platform has been well-received in its first six months of operation, as Jelli has partnered with some of the biggest companies in radio broadcasting, including Marketron, Townsquare Media, Entercom and OMD Worldwde.

The company is now entirely focused on its programmatic offering, the rep said. Jelli launched an updated version of its programmatic platform about two weeks ago.