Azerion and aireal Enter into a Strategic Partnership to Enable Linear Radio as a New Programmatic Channel
Paris/Hamburg, March 28, 2025 – Azerion’s Demand Side Platform (DSP), HAWK, is expanding its offerings to include linear, terrestrial radio as a new programmatic channel.
Media buyers can now manage their audio advertising campaigns with even greater reach and precision across all relevant audio channels. This innovation is based on a strategic partnership with the audio SSP aireal.
Audio ad slots in linear ad blocks are thus being integrated into HAWK’s existing programmatic booking interfaces for the first time and in real time. This gives advertisers access to linear radio and allows them to combine the channel’s broad reach with digital audio streams and other channels through a single user interface. Omnichannel strategies thus reach a whole new level of efficiency and reach maximization.
“Radio has always been a very popular advertising medium. That’s why we’re very excited about our partnership with aireal, which enables our clients to programmatically purchase linear radio inventory and combine it with digital audio or other media channels. Together with aireal "We want to accelerate the development of programmatic radio internationally as well,"
Mehdi explains Aroussi, Senior Director Global Partnerships at Azerion.
Markus Adomeit, managing director of aireal emphasizes the importance of the new partnership:
"Linear radio is the medium of choice for audio. Via the aireal For the first time, SSPs can programmatically activate this enormous reach and make it optimally available for digital booking processes with minimal implementation effort on the part of DSPs. Seamless integration with existing tools, such as HAWK, enables rapid adoption by users and opens up new control options for the advertising market. With this newly established partnership, we aim to advance the field of programmatic radio at the European level as well—the rapidly increasing number of inquiries from across Europe demonstrates that radio has a bright future ahead in the programmatic era."
About Azerion
Azerion (EURONEXT: AZRN) was founded in 2014 and is one of the largest digital advertising and entertainment platforms in Europe. Using proprietary technology, Azerion offers advertisers simple and cost-effective access to a global user base that can be reached in safe, visually appealing, and high-quality advertising environments. To this end, Azerion relies on a strategic portfolio consisting of its own digital offerings as well as entertainment and media offerings from selected partners.
Headquartered in Amsterdam, Azerion has its roots in Europe and has sales teams in more than 21 cities around the world that help clients and partners develop and implement creative communication strategies to achieve a real impact through advertising.
For more information, please visit: www.azerion.com
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About aireal.
aireal. is a supply-side platform that specializes in the technical marketing processes for audio content. With a wide range of partners, aireal. offers comprehensive solutions for programmatic audio advertising across all delivery channels.
For more information, visit: www.airealgroup.com/de