• by Ben Frederick  @mp_benfred, June 20, 2016

iHeartMedia announced the launch of a private programmatic marketplace for digital radio today. The marketplace will allow buyers access to inventory on iHeartMedia’s digital music and streaming services, as well as first- and third-party data segments for targeting.

Programmatic radio buying has been discussed in the industry for a while, but most buyers felt  there wasn’t enough inventory for it to be a feasible endeavor. Local radio providers, which account for the vast bulk of radio buys, haven’t embraced the medium in large enough numbers for a truly programmatic open marketplace.

Most of the programmatic radio options are for national buys. Some buyers have shown disdain for programmatic in general.

Other programmatic radio marketplaces have popped up in other regions, notably, Xaxis’ marketplace in APAC, but iHeartRadio’s is the first one in North America.

"Offering a programmatic approach to buying iHeartRadio's digital listening audiences is a natural extension of our direct sales and broadcast programmatic initiatives," stated Brian Kaminsky, president of programmatic and data operations for iHeartMedia. He added it enabled the company to "capture even more of the $20 billion in ad spending that is projected for 2016.”

iHeartMedia’s marketplace will be powered by AdzWizz’s programmatic platform. The platform will allow for programmatic guaranteed, private marketplace and open auction opportunities to its advertising partners.

iHeartMedia previously launched a private programmatic platform for broadcast radio through it’s partner Jelli.

The iHeartMedia network is 858 radio stations strong and reaches 250 million listeners.