Jelli

Pivoting from its consumer-facing model, Jelli transitioned its focus to advertising technology in 2012. The company developed a cloud-based platform designed to automate the process of buying and selling radio ad space, effectively bringing programmatic capabilities to the traditional broadcast radio industry. This platform, which includes products like RadioSpot and SpotPlan, enables advertisers to purchase ad time and compare stations through an online interface, while allowing radio broadcasters to manage their ad inventory. The system also provides real-time logs and the ability to alter ad copy with minimal lead time. This shift proved successful, and by 2014, Jelli had ceased its listener-controlled radio services to concentrate solely on its ad tech solutions.

The company's technology gained significant traction, attracting major broadcasters such as Townsquare Media, Entercom, and iHeartMedia. This growth culminated in iHeartMedia acquiring Jelli in November 2018. Following the acquisition, Jelli continued to operate as a division within iHeartMedia, with Michael Dougherty remaining as its CEO, to spearhead iHeartMedia's ad technology development from its Silicon Valley base. The deal was a strategic move for iHeartMedia to enhance its programmatic offerings, allowing advertisers to buy broadcast radio with targeting and data attribution tools comparable to major digital platforms.