iHeartMedia is rolling out a new advertising platform designed to give broadcast radio many of the targeting and measurement capabilities long associated with digital media.
Dubbed AudioGraph, the platform combines privacy-safe identity data, audience insights and listening models to allow advertisers to plan, target, measure and attribute broadcast radio campaigns with what iHeartMedia describes as “digital-like precision.” The company says the new capabilities are powered by Triton Digital and mark the first time broadcast radio can be bought and measured at scale using identity-based audience data.
The launch addresses a longstanding challenge for radio. While broadcast radio accounts for 64% of all audio consumption and reaches more than 278 million consumers each month through iHeartMedia stations alone, advertisers have traditionally relied on demographic-based buying and measurement tools.
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