Triton Forges Partnership With RCS

• Triton Digital announced a strategic partnership with RCS, bringing programmatic advertising capabilities to over-the-air (OTA) radio. By connecting RCS’ broadcast playout software with Triton’s ad-buying platform, broadcasters can now monetize traditional radio inventory through automatic, data-driven workflows.

This partnership links RCS’ playout capabilities directly to Triton’s programmatic platform; broadcasters can make their OTA inventory available through the same workflows advertisers already use to buy streaming audio and podcast inventory. This will enable RCS broadcasters to access digital advertising budgets previously unavailable to them. Because the integration runs on broadcasters’ existing RCS infrastructure, stations can begin transacting programmatically without a system overhaul.

“Radio has always earned trust at a scale digital aspires to replicate. This partnership future-proofs that advantage, giving broadcasters a modern way to compete for the advertising dollars that have been flowing to digital media,” said John Rosso, President and CEO, Triton Digital. “Triton is laying the groundwork for a future where every dollar of audio advertising, no matter the channel, moves through the same connected infrastructure.”

“RCS powers broadcast media around the world. 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,” said Susan Larkin, CEO & President, RCS. “Simply, immediately, new revenue without new complexity. That is exactly what broadcasters deserve.”