“Billions of dollars in radio inventory are still being traded in an analog way,” said Marketron CEO Jeff Haley. “We’re taking the innovation that happened on the digital space, translating into a traditional platform and driving efficiency and value to advertisers.”
Jelli offers a cloud-based ad server called RadioSpot that lets advertisers programmatically buy inventory from broadcast radio stations. Marketron offers account management and reporting capabilities through its Mediascape platform.
Through the partnership, Marketron will integrate Jelli’s ad server into Mediascape, allowing Mediascape users to automate the planning, pricing, packaging and selling of radio inventory.
The new service will be launched in Q3 this year and Haley speculated 2,000 radio stations would participate in the service by the end of 2014. There are roughly 15,000 commercial radio stations in the US, according to the FCC.