Triton Digital partners with RCS to bring programmatic buying to OTA radio

1 сентября 2026 · broadcastdialogue.com

Triton Digital and RCS announced a partnership that connects RCS's broadcast playout software to Triton's programmatic ad-buying platform, giving over-the-air radio stations a path into programmatic ad buying. Station groups using RCS software can make their OTA inventory available through the same workflows advertisers already use to buy streaming audio and podcast inventory, opening access to digital ad budgets that had previously gone around broadcast radio. John Rosso, President and CEO of Triton Digital, said the deal "future-proofs" radio's trust advantage as ad dollars keep shifting toward digital media. Susan Larkin, CEO and President of RCS, said the partnership gives stations a direct path to programmatic demand on the playout software they already trust.

Radio station groups gain a new sales channel that plugs directly into existing programmatic pipelines, without new hardware or a separate ad server on the station side. Buyers who already transact streaming audio and podcast inventory through Triton's platform can extend campaigns onto OTA radio using the same targeting and reporting workflows, a shift that could pull incremental budget toward broadcast inventory that programmatic buyers had largely ignored. The scale of the rollout, and which RCS station groups adopt it first, will determine how much new inventory actually reaches the market this year.