Triton Digital brings programmatic to OTA

Triton Digital and RCS announced on August 31, 2026, that they have integrated programmatic advertising into over‑the‑air (OTA) broadcast radio, the companies said in a joint press release. Triton said the integration connects RCS’ broadcast playout software directly to Triton’s programmatic ad‑buying platform, enabling stations to make traditional spot inventory available through the same automated workflows used for streaming audio and podcasts. John Rosso, president and chief executive officer of Triton Digital, described the link as a way to “future‑proof” radio by moving audio ad dollars through a connected infrastructure, the press release said. (tritondigital.com) Susan Larkin, chief executive officer and president of RCS, said the partnership gives stations “new revenue without new complexity,” and the companies said the collaboration is rolling out to broadcast partners now. (tritondigital.com) ### How does the technical connection work between RCS and Triton? The Triton press release said the integration runs on existing RCS infrastructure, allowing stations to transact programmatic ads without replacing playout systems. (tritondigital.com) Radio industry reporting described the setup as a link between RCS’ playout and Triton’s ad decisioning and supply‑side systems, which lets sellers expose spot inventory to real‑time bidding and demand‑side platforms. (tritondigital.com) ### Which broadcasters can participate immediately? RCS’ materials note the company’s software powers broadcast operations at radio groups around the world, and Triton said the rollout is beginning with RCS‑managed stations now. (tritondigital.com) Industry outlets reporting the announcement said the early phase will target stations already running RCS playout software to minimize operational changes for affiliates. (radioink.com) ### What do advertisers and buyers gain from the arrangement? Triton said advertisers will be able to buy participating OTA inventory through the same programmatic channels they use for streaming and podcast campaigns, effectively opening traditional radio inventory to digital budgets. (tritondigital.com) Trade coverage noted that the move could let demand‑side platforms and real‑time bidders access terrestrial radio inventory, and could allow sellers to layer yield logic and measurement hooks onto live radio slots. (news.radio-online.com) ### What are broadcasters saying about revenue and complexity? RCS’ Susan Larkin said the integration gives stations a “direct path to the programmatic advertising market on the playout software they already trust and rely on,” the press release reported. (tritondigital.com) Triton’s John Rosso said the partnership positions broadcasters to compete for advertising dollars that have flowed to digital media, according to the company statement. (radioink.com) ### When and where will the industry see the technology in action? Triton said it will present live demonstrations of the RCS integration at the International Broadcasting Convention in Amsterdam, which runs September 11–14, 2026, at the RAI Amsterdam. (tritondigital.com) Triton and RCS said the integration is being rolled out to partners immediately, and the companies directed broadcasters and advertisers to their corporate sites for details and sign‑up information. (tritondigital.com)