At DMEXCO 2025 in Cologne, aireal. demonstrated how linear radio can be integrated into programmatic booking and marketing processes. The audio-focused supply-side platform connects broadcast radio and digital audio. This provides publishers with additional monetization opportunities, while agencies and advertisers can access audio inventory through a single platform.

Linear Radio in the Programmatic Ecosystem

In the audio market, programmatic advertising is no longer limited to streaming services and podcasts. Thanks to the technical integration of broadcast inventory, traditional radio advertising slots can also be incorporated into digital planning, booking, and delivery processes.

The aireal. platform connects publishers' systems to the programmatic advertising market. Broadcasters and media sellers can offer their inventory through additional digital distribution channels without completely replacing their existing marketing structures. At the same time, agencies and advertisers gain simplified access to linear and digital audio reach.

Exchange with the Advertising and Media Industry

DMEXCO took place on September 17 and 18, 2025, in Cologne, bringing together companies from the fields of digital marketing, media, technology, and retail. Under the theme “Be Bold. Move Forward.,” the event focused on concrete applications of new technologies and their commercial use.

Markus Adomeit, Managing Director and Founder of aireal., took part in a panel discussion on the development of the programmatic advertising market during the trade show. Other participants included Nicola Mach, Tobias Wegmann, Tobias Lammert, and Elmar Stein. The discussion was moderated and organized by Pascal Hohmann.

From Technical Integration to Practical Use

The discussions focused on how radio, as a medium with a wide reach, can be integrated into an open programmatic audio ecosystem. In addition to technical availability, this requires transparent booking processes, access to relevant inventory, and collaboration among publishers, marketers, agencies, and technology providers.

From aireal.’s perspective, the conversations at DMEXCO showed that the discussion is increasingly shifting from basic feasibility to practical application. The key to further development now is to integrate programmatic radio advertising into existing planning and buying processes and make it scalable for use by various market participants.

Key Takeaways

  • On the sidelines of DMEXCO, aireal. discussed the practical development of programmatic audio with other market participants.
  • The next phase of the market will primarily involve integration into existing planning, booking, and marketing processes.
  • aireal. connects broadcast radio and digital audio through an audio-focused supply-side platform.
  • Publishers can offer linear radio inventory through additional programmatic advertising channels.
  • Agencies and advertisers gain centralized access to linear and digital audio reach.