Triton and RCS launch programmatic radio ads

Broadcasters using RCS software can now access programmatic advertising through a new partnership with Triton Digital.

The integration connects RCS’s broadcast playout software with Triton’s ad buying platform, allowing over the air radio inventory to be made available through workflows already used by advertisers buying streaming audio and podcast inventory.

The partnership is designed to give RCS broadcasters access to digital advertising budgets that have previously been unavailable to traditional radio, while using their existing infrastructure rather than requiring a system overhaul.

John Rosso, President and CEO of Triton Digital, said: “This partnership future-proofs that advantage, giving broadcasters a modern way to compete for the advertising dollars that have been flowing to digital media.”

Susan Larkin, CEO and President of RCS, said the integration provides stations with “a direct path to the programmatic advertising market” through the playout software they already use.

The collaboration is now rolling out to broadcast radio partners, with Triton Digital set to demonstrate the technology at the 2026 International Broadcasting Convention in Amsterdam.

Triton said the partnership is intended to connect advertising across traditional radio, streaming audio and podcasts through programmatic infrastructure.