Marketron to Give Radio Broadcasters a Piece of the Programmatic Pie, Taps Jelli Marketron, a broadcast radio advertising software provider, recently announced it has partnered with Jelli, a programmatic ad platform for radio. Marketron will integrate Jelli's ad server into its Mediascape platform.
As a result of the integration, Marketron clients will be able to use Mediascape to sell radio inventory programmatically.
To be clear, there is an important distinction here between programatic buying and real-time bidding (RTB). There is no live auction of radio inventory as a result of this partnership. Rather, it means Mediascape users will be able to automate planning, pricing, packaging and selling of radio inventory.
(Source: RTM Daily, by Tyler Loechner, 04/03/14)
Link to full article: mediapost.com
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