Triton Digital and RCS have connected RCS broadcast playout software with Triton’s programmatic advertising platform, giving participating stations a new route to monetize over-the-air radio inventory. The integration allows broadcasters to make traditional spot inventory available through automated, data-driven buying workflows. The companies began rolling out the collaboration to broadcast partners on Aug. 31.
The partnership links RCS playout technology used by radio groups worldwide directly to Triton’s programmatic platform. Advertisers can buy participating stations’ OTA inventory through workflows they already use for streaming audio and podcast campaigns. Triton says the connection could give RCS broadcasters access to digital advertising budgets previously unavailable to them.
Because the integration operates through broadcasters’ existing RCS infrastructure, the companies say stations can introduce programmatic transactions without replacing their playout systems. The arrangement brings the buying process closer to established on-air operations rather than requiring a separate broadcast workflow. It also extends programmatic access beyond digital audio inventory to traditional radio spots.
Triton Digital President and CEO John Rosso argued that the partnership would help radio compete for advertising spending as it shifts toward digital media. “Radio has always earned trust at a scale digital aspires to replicate,” he said. “This partnership future-proofs that advantage, giving broadcasters a modern way to compete for the advertising dollars that have been flowing to digital media.”
RCS CEO and President Susan Larkin added, “This partnership opens a significant new opportunity, giving stations a direct path to the programmatic advertising market on the playout software they already trust and rely on. Simply, immediately, new revenue without new complexity. That is exactly what broadcasters deserve.”
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