iHeartMedia plans to launch AudioGraph, a new advertising technology suite built to bring digital-like precision to broadcast radio. Powered by Triton Digital, the platform marks a significant shift in how advertisers can plan, target, and measure audio campaigns.
What We Know: AudioGraph connects a privacy-safe identity spine with TransUnion audience data and proprietary ID-level listening models. Together, these tools allow advertisers to plan and measure at the listener level while activating campaigns at broadcast scale. Early proof-of-concept results show AudioGraph-powered campaigns deliver KPI outcomes 75% higher than traditional demo-based plans. The platform also supports DSP connectivity and integrates with measurement partners including Magellan AI, PlaceIQ, and GroundTruth.
What They Said: Lisa Coffey, Chief Business Officer for iHeartMedia: “Audio has always delivered unmatched scale and human-to-human connection, but measurement and precision have lagged behind digital. With 9 out of 10 Americans listening to broadcast radio every month, it’s extremely important that buyers can access this scale and impact with the precision and efficiency of digital media. With AudioGraph, we’ve closed that gap. Marketers can now use audio as an addressable and measurable performance channel at a national scale; with the same accountability they expect from every other part of their media plan.”
Vinny Rinaldi, Vice President of Consumer Connections for The Hershey Company: “This innovation plays into the demands of the digital ecosystem and how brands can now buy radio, addressable, measurable and automated. Radio now has a chance to see its day. Helping drive demand creation and new intent, for brands, aligned with the measurement architect of the rest of the digital ecosystem. AudioGraph, is a great innovation for the industry, bringing the massive scale of radio to help deliver against brand growth models, build on penetration and reaching genuinely new buyers.”
What Remains Unclear: AudioGraph launches initially with iHeartMedia inventory. However, broader industry rollout across other broadcast radio companies isn’t expected until 2027. It’s also unclear how quickly advertisers will adopt identity-based planning over traditional demo buys. Or what other broadcast radio companies could sign on with the technology before launch.
What It Means: Broadcast radio reaches 278 million consumers monthly, yet has long lacked digital measurement infrastructure. AudioGraph directly addresses that gap. For advertisers, this means radio now competes on equal footing with digital channels. For the broader audio industry, it signals that scale and precision no longer have to be mutually exclusive.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
