fullthrottle.ai teams with TuneIn to bring programmatic audio to omnichannel campaigns, a partnership that lets marketers activate premium, always‑on audio alongside display, CTV, and direct‑mail in a single workflow. The integration, announced on May 12, 2026, embeds TuneIn’s live‑stream and on‑demand inventory inside fullthrottle.ai’s AI‑driven platform, promising measurable outcomes for enterprise advertisers.
What the integration actually does
fullthrottle.ai’s platform now pulls TuneIn’s catalog of live sports, news, music, podcasts and radio into its campaign manager. Advertisers can select audio placements, set budgets, and launch ads without leaving the dashboard that already handles CTV, video and display. The system also applies fullthrottle.ai’s identity resolution and SafeMatch® attribution to audio impressions, linking them to first‑party household IDs and downstream conversions.
Why the move matters for marketers
Audio has long been a “dark” channel for performance measurement. Gartner estimates that by 2025, 70 % of marketers will allocate a larger share of spend to audio, yet only 30 % feel confident about ROI tracking. By marrying TuneIn’s reach—over 75 million monthly active users across mobile, in‑car and smart‑speaker devices—with fullthrottle.ai’s data‑first engine, the partnership offers a concrete way to close that gap. Brands can now see how a sports‑play ad on TuneIn contributes to a later purchase tracked on a retailer’s website, a capability previously limited to cookie‑based solutions that are losing relevance under privacy regulations.
Competitive context
The audio‑programmatic space is still fragmented. Companies like AdsWizz and Triton Digital provide inventory access but rely on third‑party IDs, making cross‑device attribution cumbersome. In contrast, fullthrottle.ai’s first‑party match rates of 85 %+ and its AI‑driven household stitching position the integration as a privacy‑compliant alternative to legacy DSPs. Adobe Advertising Cloud and Amazon DSP have recently added limited audio options, but neither offers the same depth of measurement built into a single UI.
Implications for enterprise teams
For large advertisers, the integration reduces the operational overhead of juggling multiple platforms. Media planners can allocate spend across CTV, display and audio while monitoring a unified performance dashboard. The ability to attribute audio clicks or listens to downstream events—such as a Shopify checkout or a Salesforce‑tracked lead—means media‑mix models can finally treat audio as a quantifiable driver rather than a brand‑awareness placeholder.
Technical underpinnings
The partnership leverages fullthrottle.ai’s proprietary SafeMatch® graph, which hashes first‑party identifiers (email, phone, device IDs) into a privacy‑preserving token. TuneIn’s ad server then matches these tokens against its listener base in real time, serving only ads that meet the advertiser’s targeting criteria. Because the match occurs on‑device and no cookies are exchanged, the solution aligns with the EU’s GDPR and California’s CCPA, a growing concern for Fortune 500 marketers.
Industry reaction
Analysts at Forrester note that “bringing audio into a unified, measurement‑first platform is a logical next step for the adtech stack, especially as brands look to diversify spend beyond saturated visual channels.” Early adopters, including a national retailer and a major automotive brand, reported a 12 % lift in store visits when coupling TuneIn audio spots with CTV retargeting, according to internal case studies shared with fullthrottle.ai.
Market Landscape
The programmatic audio market is projected to exceed $12 billion by 2027, driven by the proliferation of connected devices and the shift toward first‑party data strategies. While traditional radio remains strong, digital audio’s share of ad spend is accelerating faster than any other format, according to eMarketer. Companies that can marry scale with attribution—such as fullthrottle.ai and TuneIn—are poised to capture a larger slice of that growth. At the same time, privacy‑centric regulations are forcing a move away from third‑party cookies, making identity‑resolution platforms that operate on first‑party signals increasingly valuable.
Top Insights
- The fullthrottle.ai‑TuneIn integration delivers end‑to‑end campaign management, letting marketers plan, execute and measure audio alongside CTV and display in a single UI.
- By using SafeMatch® tokenization, the solution provides GDPR‑compliant audience matching without relying on cookies, addressing a key barrier to audio attribution.
- Early tests show a double‑digit lift in offline visits when audio is paired with visual retargeting, suggesting audio can now be treated as a performance channel.
- Competitors still depend on third‑party IDs; fullthrottle.ai’s first‑party match rates of 85 %+ give it a distinct advantage in cross‑device tracking.
- Industry forecasts predict programmatic audio spend will grow >15 % YoY through 2027, making integrated measurement platforms a strategic necessity for enterprise marketers.
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