Triton Digital, RCS bring programmatic ads to radio

The partnership links RCS’s playout technology with Triton’s programmatic platform, allowing stations to transact advertising through automated, data-driven workflows

Triton Digital and RCS have partnered to bring programmatic advertising capabilities to over-the-air radio, connecting RCS broadcast playout software with Triton’s ad-buying platform.

The integration will allow broadcasters using RCS infrastructure to make traditional radio inventory available through programmatic buying workflows also used for streaming audio and podcast advertising. The companies said the arrangement could give broadcasters access to digital advertising budgets without requiring changes to their existing systems.

Triton connects programmatic buying with broadcast radio

The partnership links RCS’s playout technology with Triton’s programmatic platform, allowing stations to transact advertising through automated, data-driven workflows.

By connecting traditional radio inventory to the programmatic ecosystem, the companies aim to give broadcasters another route to advertising demand that has increasingly moved toward digital media.

Existing RCS infrastructure supports integration

The integration operates through broadcasters’ existing RCS infrastructure, allowing stations to participate without replacing their playout systems.

John Rosso, President and CEO, Triton Digital: “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. Triton is laying the groundwork for a future where every dollar of audio advertising, no matter the channel, moves through the same connected infrastructure.”

Susan Larkin, CEO and President, RCS: “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. Simply, immediately, new revenue without new complexity. That is exactly what broadcasters deserve."

Triton and RCS begin partner rollout

The Triton-RCS integration is currently rolling out to broadcast radio partners.

Triton Digital will demonstrate the technology at the 2026 International Broadcasting Convention in Amsterdam, where the companies will showcase the integration through live demonstrations.

www.tritondigital.com

www.rcsworks.com

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