At the Marketing & Sales Meeting presented by egta on October 9, 2025, in Helsinki aireal., how linear radio can be integrated into programmatic booking processes. Jan Poelmann, Director of Demand Side at aireal., presented the technical and commercial integration of existing radio infrastructure with the digital advertising ecosystem.

The article focused on the question of how linear audio channels can evolve from a technical, structural, and economic perspective. Using the audio SSP from aireal. Existing radio infrastructures can be integrated into digital advertising processes. This gives publishers access to programmatic booking, data-driven planning, and real-time optimization of ad delivery. Existing advertising models can continue to be used.

The Marketing & Sales Meeting is aimed at decision-makers in marketing, sales, and advanced advertising at audio advertising agencies. Topics covered at the event included pricing strategies, data management, and innovations in advertising. The discussions in Helsinki made it clear that, in addition to technical implementation, integration into existing structures and business models is crucial for the further development of programmatic radio.