• eMarketer, Friday, August 7, 2015 3:44 PM

Marketron President and CEO Jeff Haley spoke with eMarketer about programmatic radio.

“The use of data in the digital space is self-validating because you can take an algorithm, apply it to the inventory that you’re trying to buy or the characteristics of that set of IP addresses you’re targeting and essentially test it to see if you were getting better performance out of that data,” Haley commented.

He noted that there is no real-time bidding (RTB) on radio right now, and said that the potential for RTB is strictly tied to the “velocity to manage it.” In short, RTB in radio simply can't be managed right now, but “down the line,” Haley said, “there might be an opportunity to do it if there’s a robust marketplace.”

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