Marketron Enables Programmatic Buying For Spot Radio

By Liz Rowley - AdExchanger.com

Marketron wants to help the 6,500 or so broadcast radio stations that use its revenue management software to transact spot radio in a programmatic fashion.

The company has rolled out an offering, dubbed Mediascape, allowing stations to see their sell rates and inventory avails, and then select those avails and publish them to Marketron’s cloud-based supply-side platform.

This being radio, Marketron’s definition of "programmatic" is not real-time and neither can it support impression-level targeting of the sort digital buyers are used to. Programmatic here means automation, allowing stations to easily expose inventory and overlay it with audience and inventory data for regional and national buyers.

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