• by Tyler Loechner  @mp_tyler, April 3, 2014

Marketron, a broadcast radio advertising software provider, on Thursday 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.

Mediascape is an open platform, and Jelli’s ad server, dubbed RadioSpot, will be integrated by way of an API. The companies claim Mediascape will be the first supply-side platform for radio to support programmatic trading.

“Making radio ads easier to buy is an important milestone for the industry, and we are very pleased to partner with Jelli and make that happen for our customers,” stated Jeff Haley, president and CEO of Marketron.

The new service is not yet available, but Marketron expects its clients to be able to sell programmatically through Mediascape at some point during Q3 2014.