• by Tobi Elkin  @tobielkin, May 17, 2017

Katz Radio Group on Wednesday said ad buyers can access broadcast radio inventory from Alpha Media, Beasley Media Group, CBS Radio, and Radio One, among others, through its new programmatic exchange, Expressway from Katz.

Katz said the exchange, which runs on the Jelli audio platform, aims to offer radio groups greater efficiencies.

“In addition to our existing sales efforts, Expressway from Katz provides each of our radio partners the ability to offer their advertisers more ways to reach and influence their target audience through programmatic buying — with automation, and real-time monitoring and reporting capabilities,” Mark Gray, CEO of Katz Media Group, told Real-Time Daily via email.

"This is a major milestone for the radio industry,” stated Lauren Russo, SVP of audio and promotions at Horizon Media. Russo said Epressway from Katz allows the agency to programmatically access inventory from broadcasters and deliver “marketers’ messages with data targeting, extensive automation, and real-time monitoring and reporting capabilities in an efficient and cost-effective way.”

The ability to buy inventory and adjust rates in real time and build customized campaigns quickly is attractive, according to Caroline Beasley, CEO of Beasley Media Group. “It also gives our buyers the flexibility to update creative, even at the last minute,” she stated.