New integration boosts targeting, measurement, and attribution for iHeartMedia’s audio platforms

December 11, 2024 – New York, NY – iHeartMedia, the leading audio company in the United States, today announced its adoption of Unified ID 2.0 (UID2), a privacy-focused, open-source identity framework pioneered by The Trade Desk. Designed to meet the evolving needs of audio advertising, UID2 empowers iHeartMedia’s advertising partners with advanced tools for more effective targeting, precise measurement, and accurate attribution. 

With its unparalleled reach including 860 live broadcast and streaming radio stations, its all-in-one free digital platform iHeartRadio and the No. 1 podcast publisher globally according to Podtrac–iHeartMedia connects brands with a quarter of a billion monthly listeners across the United States – more than anyone else. The integration of UID2 into iHeartMedia’s platforms will allow advertisers to connect more effectively with addressable, privacy-compliant audiences across iHeartMedia’s extensive range of media channels and allow advertisers to take full advantage of the marketing opportunities from iHeartMedia.

“iHeartMedia is setting a new standard in digital audio by combining our robust, first-party data with Unified ID 2.0’s scalable identity framework,” said Conal Byrne, CEO of the iHeart Digital Audio Group at iHeartMedia. “Our listeners are at the heart of everything we do, and with UID2, we’re taking another leap forward to ensure that brands can reach them in more relevant, personalized, and privacy-safe ways.”

As audio continues to capture a significant share of consumer media time, the importance of effective and scalable identity solutions has grown. By integrating UID2, iHeartMedia reaffirms its commitment to an open, addressable audio ecosystem that respects consumer privacy while enabling advertisers to achieve their campaign objectives. UID2 allows advertisers to leverage authenticated user data, enhancing addressability across iHeartMedia’s platforms, including its podcasting business and iHeartRadio’s digital streaming services.

Through UID2, iHeartMedia continues to refine its analytics, providing advertisers with greater transparency and actionable insights to enhance campaign effectiveness in digital media. This adoption also facilitates cross-platform measurement, making it easier for advertisers to understand and optimize the impact of their investments across multiple platforms – all part of the company’s overall goal to make broadcast listening, nearly 70 percent of all ad-enabled audio consumption, fully programmatic and addressable.

“As audio becomes a central part of digital advertising, iHeartMedia’s move to Unified ID 2.0 provides advertisers with the precision and scale they need to connect with key audiences,” said Verna De Jesus, Vice President of Inventory Development, The Trade Desk. “This collaboration reinforces the growing commitment to privacy-conscious identity solutions that still enable impactful targeting and measurement.”

With UID2’s integration, iHeartMedia continues to empower its advertising partners in the evolving digital landscape, positioning itself as the leader in identity innovation in audio.