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“When we first turned on UID2 through Optable, we saw a 2.4x improvement in fill rates. The real value comes over time as campaigns adapt, but the initial addressability gains were immediate.”
Sam D. Sousa
Senior Product Manager, Triton Digital
case study
How iHeart Radio leveraged listener data
Audio inventory has always had a fundamental addressability problem. iHeart Radio, operating through Triton Digital's audio SSP, used Optable's identity resolution to change that, resulting in:
Maximize the revenue potential of your audio audiences
The identity infrastructure was built for the web, not audio. The audio publishers and platforms closing the attention-to-revenue gap are the ones who have built the right identity foundation.
In an era where buyer agents are evaluating and allocating against supply, that infrastructure makes the difference between being found and being passed over.
Turn registered listeners into a strong programmatic signal
Audio publishers often have something other publishers envy: a highly authenticated listener base. Registered users who log in to stream, save playlists, or access premium content represent a high-quality first-party signal that can become a driver of fill rate and spend.
Optable resolves listener emails in real time through a direct integration with your SSP or ad server. The result is buyer confidence in audio inventory they couldn't evaluate before.
Unify fragmented listener data across platforms
Your listeners are spread across more platforms than any other media audience. The same person might stream music on one app, follow podcasts on another, and ask a smart speaker to play their favorite station.
Each platform holds a piece of the same listener, but without a unified identity layer, those pieces never connect. Optable's identity graph stitches listener signals across streaming, podcasting, and digital radio into a single, enriched profile.
Building audiences from these profiles becomes easier and more accurate, especially with Optable’s Audience Agent accelerating your RFP response workflow.
Capture more ad budgets for your listeners
Display, mobile, and CTV capture the majority of programmatic spend, and they do it using identifiers that don't natively connect to audio listening data. Optable links your listener identity graph to web, app, and CTV identifiers. That means the audience intelligence built from your audio signals activates across every channel your listeners spend time.
Advertisers access audio-rooted audiences that go beyond their headphones. Buyer agents querying cross-channel supply find your listener data enriched and ready to transact against.
“Optable was our preferred choice just because our sales team were looking into a number of different solutions from UID2, Yahoo IDs, Epsilon. There was quite a few different partners. So it kind of made sense for us to go with Optable, use them as a bridger. They could host the ID graph, plug-and-play different IDs in the back if you like to utilize some of these new campaigns.”
Rod da Rosa
Product Manager at Acast
Turn your data into a revenue engine in the agentic era.
