Univision joins Marketron’s Mediascape

Inside Radio

Univision is that latest company to integrate Marketron's Mediascape traffic and billing platform into its radio stations. An expanded deal between the two companies puts Univision's 69 radio stations on the platform, which has added 1,200 stations during the past 12 months.

Mediascape is intended to simplify traffic and billing operations, increase efficiencies, reduce costs and drive greater ad revenue. Univision Radio will employ the Insight Reporting capability across all of its stations to standardize data, create more visibility and provide consistent cross-platform reporting across markets. It will also incorporate the Triton Digital functionality in order to track digital streaming to improve execution, reporting and visibility. Univision will also replace its existing client notification technology with Proof of Performance services.

"As we continue to incorporate new sources of digital revenue into our strategy, it is becoming more important than ever to have a way to track all revenue types," Univision Radio president Jose Valle says. The ultimate goal is for Marketron to convert its already dominant 80% market share and make Mediascape the standard in the radio industry. So far more than a dozen companies have integrated, including Harris, Triton Digital, Emmis Interactive, Arbitron and Katz Media Group.

"The expanded services of the Mediascape platform across Univision Radio's stations, exemplifies the strength of Marketron's relationships with its customers-and in this case, one that has existed for nearly three decades," Marketron CEO Jeff Haley says. "Marketron continues its commitment to providing the leading technology to its customers and the media industry, in order to facilitate accretive advertising spends."