Broadcast Radio Meets Programmatic: Pattison Media Launches resonate

Toronto, ON - Pattison Media today announced the launch of resonate, a new programmatic platform that brings broadcast radio into the modern programmatic advertising ecosystem. With resonate, advertisers can now buy over-the-air radio using the same platforms and workflows they use for digital, video, connected TV, and out-of-home-representing a significant step forward for broadcast radio.

The announcement was made at Radio Days North America, where Pattison Media demonstrated the first confirmed instance of an ad purchased programmatically and delivered directly over broadcast radio using a major demand-side platform.

"For years, we've watched programmatic buying transform one channel after another-but broadcast radio was left outside that system," said Andrew Snook, Chief Innovation Officer at Pattison Media. "resonate changes that. It gives advertisers a way to access the scale and impact of radio using the same tools, metrics, and buying models they already use every day."

Learning From the Programmatic Transformation of Out-of-Home
The development of resonate was inspired in part by the evolution of out-of-home advertising, one of the most traditional media categories in the industry. Over the last several years, OOH experienced renewed growth by shifting how it is bought-not by selling locations and fixed schedules, but by offering impressions-based buying, CPM pricing, and programmatic access through major platforms.

"That transition showed the industry something important," said Snook. "Advertisers don't want to buy formats or schedules-they want reach, accountability, and efficiency. We saw a clear parallel for radio."

resonate applies those same principles to broadcast radio, allowing advertisers to plan and purchase radio inventory programmatically, based on impressions, in environments where the rest of their media budgets already live.

Bringing Radio Into the Programmatic Workflow
Despite its scale and trust with audiences, broadcast radio has traditionally required manual planning, direct negotiation, and long lead times-often making it impractical for agencies operating under tight timelines and shrinking margins.

resonate addresses that by enabling:
• Programmatic buying of over-the-air radio inventory
• Real-time audience and impression modelling
• Dynamic placement of ads into upcoming commercial logs
• Impressions-based buying on a CPM model
Advertisers can now access broadcast radio through platforms such as Google DV360, eliminating weeks of manual process and significantly reducing barriers to entry.

"This is about making radio easier to access, not changing what radio is," said Rod Schween, President of Pattison Media. "Radio already delivers trust, reach, and impact. resonate simply allows it to be bought in a way that matches how advertising actually works today."

Real-Time Data for a Live Medium
One of the core challenges resonate was built to address is radio's reliance on historical audience data. Advertisers increasingly expect media decisions to reflect what is happening now, not what was measured weeks or months earlier.

resonate uses real-time data modelling to estimate audiences as they exist in the moment-capturing fluctuations driven by live events, holidays, breaking news, or major sports broadcasts. This approach better reflects the true value of live radio, particularly during high-engagement programming.
"Radio is a live medium," said Snook. "Its value changes hour by hour.

resonate allows both advertisers and broadcasters to recognize that value in real time."

The platform also intelligently manages inventory, identifying available capacity and reallocating lower-value spots later in the day-helping broadcasters maximize yield while creating space for higher-value demand.

A New Chapter for Radio
Thousands of agencies across Canada and North America actively buy advertising today without considering radio-often not because of performance, but because of complexity. Pattison Media believes resonate removes that friction and puts radio back into the programmatic conversation. "Radio has always adapted to change," said Schween. "With resonate, we're leading its next evolution-through innovation that connects radio to the future of advertising."
Media contacts:

Rod Schween [email protected]

Andrew SnookChief Innovation [email protected]

About Pattison Media
Headquartered in Kamloops, B.C., Pattison Media, is one of the country's largest, private, western-based media companies. Spanning British Columbia, Alberta, Saskatchewan and Manitoba, their operations currently encompass 51 radio stations, 2 television stations and 20 online news portals in 32 different markets. Pattison Media is a proud division of the Jim Pattison Group, a diversified group of operating businesses, based in Vancouver, which has grown to become one of the largest, privately held companies in Canada. Please visit www.pattisonmedia.com or
www.jimpattison.com for more information.