GBS Fires Back at iHeart on Geotargeted Radio
GeoBroadcast Solutions doubled down on arguments that iHeartMedia software that lets advertisers choose the iHeart markets in which their ads will air is functionally similar to GBS’ booster technology that allows radio broadcasts targeting a portion of a station’s market…
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(see 2202090047). “A prominent feature of the two technologies is the same: to enable advertisers to reach their intended audience both contextually and geographically,” said a GBS filing posted Wednesday in docket 20-401. “Stakeholders representing minority-owned broadcasters and civil rights advocates” support a rule change to allow the GBS tech “to lower the barrier to entry for small businesses,” GBS said. IHeart’s software demonstrates that “geo-targeting is an attractive solution for advertisers,” GBS said. “The pending rule change should be adopted because it gives all radio broadcasters the opportunity to offer that capability.”