IHeartMedia Launches Automated, Programmatic Ad Buying Platform

IHeartMedia created and launched a programmatic and automated advertising buying platform for its broadcast radio stations, it said in a news release Wednesday. It's powered by cloud-platform provider Jelli, iHeartMedia said. The platform will let iHeartMedia offer ad inventory to advertisers and agencies interested in improving the buying process and reducing administrative delays, it said. Through the platform, iHeartMedia will use data sets to target ads, including music-based psychographic groups, weather and traffic patterns, purchase behavior and other trends, it said. IHeartMedia said its Katz Media Group, a national sales firm representing radio broadcasters, also launched Expressway from Katz, a programmatic buying ad exchange for radio, using the same technology.