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BizReport : Advertising : April 04, 2014

Marketron, Jelli partner for programmatic radio solution

For the first time radio advertisers have an option for programmatic (RTB) buying. This week Marketron and Jelli are partnering to put Jelli's RadioSpot Ad Server in Marketron's Mediascape platform, effectively giving programmatic options to radio stations and ad buyers.

by Kristina Knight

Through the integration Marketron will licence the Jelli platform for the programmatic pricing, packaging and selling of radio ads. This marks the first programmatic solution for radio advertising.

"Jelli's RadioSpotâ„¢ transforms the network radio market giving broadcasters the tools to better compete in today's ad marketplace," said Mike Dougherty, Jelli co-founder and chief executive officer. "With marketers moving so quickly to programmatic buying, the opportunity to partner with Marketron ensures that radio will be included in the planning mix for this new generation of ad buyers."

The integration should increase the transparency of radio advertising as well as the efficiency of the buying process; ads can be served across the US. Meanwhile, local stations have another option in the packaging and pricing of their own inventory.

"Marketron has a long history of first moves in media software and we are very proud to offer this first to our customers," said Jeff Haley, President and CEO, Marketron. "Making radio ads easier to buy is an important milestone for the industry, and we are very pleased to partner with Jelli and make that happen for our customers."

Tags: advertising, Jelli, Marketron, programmatic advertising, radio advertising

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