iHeartMedia is focusing on programmatic advertising as a core strategy to drive continued revenue growth, aiming for $200 million in programmatic revenue by 2026. The company is integrating its broadcast inventory into programmatic buying systems through partnerships with Amazon DSP, Yahoo DSP, and Google DV360. This move is intended to modernize ad sales for radio and unlock new growth by enabling advertisers to achieve reach through combined digital and broadcast campaigns.
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Add as preferred sourceiHeartMedia is trying to make broadcast inventory easier to buy inside the same DSP workflows used for digital audio and video. That matters because the company is explicitly tying radio monetization to programmatic pipes from Amazon, Yahoo, and Google DV360, not just to direct sales. The move also sits alongside a new $50 million cost reduction program and a prior $100 million savings initiative, showing that ad-tech modernization and expense control are being run in parallel. Watch the company’s next quarterly mix for programmatic revenue and whether the second-half uplift from programmatic and political advertising shows up in guidance.
