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Progammatic Is Paying Off For IHeartMedia

Enabling advertisers to easily buy broadcast radio inventory programmatically is a top priority for iHeartMedia. The company's COO & CFO Rich Bressler told Inside Radio that  the company has received “positive responses” from many of the big ad agencies to iHeart’s private ad exchange. Bressler said he expects adoption of programmatic buying of radio to be a "gradual” process." He added, "we believe it will enable us to more effectively sell across our entire broadcast and digital inventory." Bressler said the capabilities are helping the company grow its political ad dollars, which increased up to $11.5 million in Q1 vs. $2.6 million during the same period during the non-election year of 2015.

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