WideOrbit and Pattison Media have joined forces to bring WO Aurora and WO Traffic customers a new programmatic platform for broadcast radio. Already tested, validated, and being used by major radio groups, both local and national, resonate allows broadcasters to sell over-the-air radio programmatically, via the same demand-side systems and workflows advertisers already use to buy digital, video, connected TV, and out-of-home ads.

Until now, broadcast radio’s over-the-air inventory has always been excluded from programmatic buying models. resonate changes that by making the scale and impact of radio accessible to advertisers through the same tools and buying platforms they already use every day.  

Working with WO Aurora and WO Traffic integrations, resonate gives advertisers access to broadcast radio inventory through major demand-side platforms, such as Google DV360, offering impression-based, programmatic buying, with dynamic ad placement into upcoming commercial logs.

Broadcast radio has traditionally required manual planning, direct negotiation, and long lead times, creating barriers for agencies operating under tight timelines and shrinking margins. resonate eliminates those barriers by offering real-time audience and impression modelling, dynamic impressions-based buying on a CPM model, and dynamic ad placement into upcoming commercial logs.

In short, resonate allows advertisers to plan and purchase over-the-air radio inventory programmatically, based on impressions, in environments where their media budgets already live. 

How radio buying works with resonate

resonate is about making it easier for advertisers to access the trust, reach, and impact radio has always delivered, including:

Real-time audience estimates

Radio has traditionally relied on historical audience data to determine current advertising value. But advertisers expect to make media decisions based on what is happening now, not what was measured at some point in the past. resonate uses real-time audience estimates to capture audience fluctuations driven by breaking news, major sporting events, even holidays, allowing advertisers to base decisions on the actual, current audience value of live radio.

Real-time ad insertion

resonate’s real-time ad insertion helps broadcasters optimize yield by filling avails, but it goes even further. Using patent-pending technology, resonate will replace a lower CPM spot with a higher one, while keeping the revenue from the first spot. The first ad is automatically moved to another available spot in the log, one that meets the advertiser’s requirements, including separation rules. resonate’s real-time ad insertion will even replace $0 CPM bonus spots with revenue-generating ads.

What does resonate mean for radio?

resonate closes the gap between broadcast radio and every other channel advertisers already buy programmatically. For broadcasters, that means new revenue and better yield without adding complexity. For advertisers, it means radio inventory has finally arrived where their budgets already live – no separate negotiation, no excessively manual workflows, no extended lead time.

Built to give radio a seat at the programmatic table, resonate treats it as the premium, in-demand medium it is, making over-the-air, broadcast inventory as accessible and easy to buy as any other media type today.

Ready to learn more? Join us for our webinar on November 17, 2026 at 10am PT to discover how WO Aurora and WO Traffic give resonate the foundation it needs to automate and scale programmatic radio transactions across all your stations, in all your markets.