Marketron
Marketron provides cloud-based traffic, billing, digital advertising, and electronic payment software to radio and TV broadcasters. The privately held, Diversis Capital-owned company serves 7,000+ media organizations and powers 25%+ of US radio stations through Visual Traffic.
- Company typePrivate
- Founded1970
- HeadquartersHailey, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Marketron does
Marketron, founded in 1970 and headquartered in Hailey, Idaho, is a privately held broadcast-technology software company that provides traffic, revenue management, digital advertising, and electronic payment solutions to radio and television broadcasters. It operates as a portfolio company of Diversis Capital, which acquired the business from BlackRock Capital in January 2018. Marketron's core offering is a suite of cloud-based platforms: Marketron Traffic, Visual Traffic, and RadioTraffic for traffic and billing operations; Marketron NXT, an integrated platform that unifies traditional radio and third-party digital advertising (display, geofencing, video, social, SEM, OTT) from proposal through invoice; and PayNow, an electronic payment and accounts-receivable platform with PCI DSS Level 1 compliance and next-day funding. Supporting infrastructure includes the Marketron Integration Suite (pre-built connectors for Salesforce, HubSpot, and NetSuite), APIs, and a Custom Solutions Desk. The company also operates Traffic as a Service (TaaS), an outsourced managed-traffic offering, and runs training and sales-enablement assets including Aspire, the Marketron Learning Center, and the NXT Training Academy.
Marketron generates revenue through a mix of subscription licensing for its traffic and digital advertising platforms, managed-services fees for TaaS, transaction-based fees from PayNow, and professional services for implementation and training. Pricing is quote-based, tied to station count and product modules, with annual billing cadence. The company sells primarily through a direct enterprise sales motion led by a CRO (Todd Kalman, promoted April 2025) and serves over 7,000 media organizations globally, managing $7 billion in annual U.S. advertising revenue and representing 1.5 million+ advertisers. Its products power more than 25% of US radio stations (via Visual Traffic) and it is the key software partner for 65% of the radio industry. Customers are predominantly small-to-mid-market broadcast groups across the United States, with limited presence in Canada and other international markets, and no meaningful exposure to a single anchor account. Marketron maintains official partner status with NAB, RAB and MFM and has repeatedly won NAB Best of Show awards (2022, 2024, 2025). Recent strategic activity has centered on integrating NXT with adjacent broadcast workflows (vCreative, 2025), divesting Marketron REV to Imagine Communications (January 2024), refreshing leadership under CEO Jimshade Chaudhari, and expanding TaaS to capture outsourced traffic operations.
Marketron firmographics
Firmographics- Name
- Marketron
- Legal name
- Marketron Broadcast Solutions, LLC
- Website
- https://marketron.com
- Company type
- Private
- Founded year
- 1970
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Marketron provides cloud-based traffic, billing, digital advertising, and electronic payment software to radio and TV broadcasters. The privately held, Diversis Capital-owned company serves 7,000+ media organizations and powers 25%+ of US radio stations through Visual Traffic.
- Ownership category
- akta.pro rank
Marketron industry classification
Industry- Product category
- Broadcast Traffic Management Software
- NAICS
- Media Buying Agencies (54183)
- akta.pro primary industry
- Commercial Radio Networks (National/Regional) (MPABABAA)
Keywords
Where Marketron is headquartered
LocationHeadquarters
- HQ city
- Hailey
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Marketron business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Software Subscriptions and Licensing: Marketron generates revenue primarily through software subscriptions and licensing fees for their broadcast traffic management, revenue management, and digital advertising platforms. This includes solutions like Marketron Traffic, Visual Traffic, Marketron NXT, and PayNow.
- Traffic as a Service (TaaS): Outsourced traffic management services where Marketron's team manages traffic operations for broadcasters, representing a managed services revenue stream.
- Electronic Payment Processing: PayNow generates revenue through payment processing fees, including competitive flat fees for transactions.
- Professional Services and Training: Training, implementation, and consulting services including Marketron Learning Center, NXT Training Academy, and professional services team support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise software pricing based on station count and feature requirements |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels11 records
Marketron product offering
Product offeringCore offering
Marketron provides cloud-based software solutions for radio and broadcast media organizations, including traffic management, revenue management, digital advertising sales, and electronic payment processing. Its portfolio includes Marketron NXT for integrated traditional and digital advertising, PayNow for electronic payments and AR, and multiple traffic platforms (Marketron Traffic, Visual Traffic, RadioTraffic). It also offers outsourced traffic operations via Traffic as a Service (TaaS) and an Integration Suite with APIs and connectors for Salesforce, HubSpot, and NetSuite.
Product overview
Marketron is a broadcast technology company offering a comprehensive suite of traffic management, revenue management, and digital advertising solutions for radio and media companies. The portfolio consists of multiple integrated products organized around three core areas: Traffic Management (Marketron Traffic, Visual Traffic, RadioTraffic, and Traffic as a Service), Payments & AR (PayNow for electronic payments and invoicing), and Digital Advertising (Marketron NXT for integrated traditional and digital ad management). Supporting infrastructure includes the Marketron Integration Suite with pre-built connectors for Salesforce, HubSpot, and NetSuite, plus APIs for custom integrations. The ecosystem is supported by training and enablement platforms including Aspire (sales enablement blog), Marketron Learning Center, and NXT Training Academy. The company serves over 7,000 media organizations globally and manages $7 billion in annual U.S. advertising revenue.
Differentiator
Problem solved
Functional benefit
Brands
- Marketron NXT: Radio's first solution to manage traditional and digital advertising on a single platform. An all-in-one platform for managing integrated radio and digital campaigns from proposal to invoice.
- PayNow
- Marketron Traffic
- Visual Traffic
- RadioTraffic
- Marketron Traffic as a Service (TaaS)
- Marketron Integration Suite
- Aspire
- Marketron Learning Center
Products and services
- Marketron Traffic as a Service (TaaS) Outsourced traffic management service where Marketron's expert team of traffic managers run station operations. Provides access to experienced professionals with over 20 years of experience as an onshore outsource solution.
- Marketron NXT Radio's first all-in-one platform for managing traditional and digital advertising on a single platform. Enables broadcasters to increase revenue by selling third-party digital advertising through integrated proposal creation, order entry, execution, campaign reports, and invoicing.
- PayNow Electronic payment and accounts receivable management platform that simplifies payments with integrated invoicing, eliminates manual work inefficiencies, enables faster and more reliable payment collection, and protects profits with competitive flat fees. PCI DSS Level 1 compliant with next-day funding.
- Marketron Traffic Feature-rich traffic platform that automates workflows and provides secure cloud-based access to sales, inventory, and billing data for broadcast companies of all sizes.
- Visual Traffic The most widely deployed radio traffic system in the US, powering more than 25% of stations. A complete traffic and billing platform for mid-sized broadcasters, now available as a cloud-based platform.
- RadioTraffic
Quantifiable outcome
- Electronic payment adoption increased from 20% to nearly 70% in six months for Prairie Wind Broadcasting
- +3 more outcomes
Companies that use Marketron
Customer profileNamed customers18 records
Segments3 records
Ideal customer profiles3 records
Marketron technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature11 records
Marketron partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- P1 LearningminorP1 Learning teamed up with Marketron to expand resources on digital advertising in the Marketron Learning Center. P1 Learning's library of over 2,000 courses provides industry-specific videos and digital ad sales training content.
- National Radio Talent SystemminorPartnership through Beasley Radio Talent Institute at Emerson College. Marketron participates in talent development initiatives for aspiring broadcasters alongside Beasley Media Group and Xperi.
- Beasley Media GroupminorBeasley Media Group partnered with Marketron and Xperi on the Beasley Radio Talent Institute, a talent incubator program for aspiring broadcasters debuting at Emerson College in Boston.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
Marketron competitors and assessment
Company assessmentDirect peers
- Wide Orbit: Wide Orbit provides broadcast traffic, ad sales, and content management software for radio and TV broadcasters. It is the closest direct competitor to Marketron's Traffic and NXT platforms, serving similar enterprise broadcast groups with comparable workflow tools.
- WideOrbit (Audio): Wide Orbit's radio division competes head-to-head with Marketron's Visual Traffic, RadioTraffic and NXT in station-level traffic, billing, and digital ad sales - it is the most cited alternative when US radio groups evaluate vendor switches.
- RCS (Radio Computing Services): RCS provides radio automation, traffic, and scheduling software (Zetta, GSelector) to thousands of radio stations worldwide. It overlaps with Marketron's traffic and broadcast operations suite, particularly for large international radio groups.
- Triton Digital: Triton Digital is a digital audio ad tech and streaming platform serving radio broadcasters and podcasters with programmatic ad serving, SSAI, and audience measurement - directly comparable to the digital advertising capabilities Marketron NXT brings to radio.
- AdsWizz (SiriusXM): AdsWizz operates a digital audio ad exchange and programmatic platform used by radio broadcasters and podcasters to monetize inventory. It overlaps Marketron NXT's third-party digital ad sales and programmatic capabilities for the same customer base.
Broad incumbents
- Imagine Communications: Imagine Communications acquired Marketron REV in January 2024 and offers broader broadcast and multichannel revenue management across radio, TV and digital. It is a large incumbent that overlaps Marketron's TV and revenue management footprint.
- Salesforce: Salesforce is integrated with Marketron via the Integration Suite and represents a broader CRM platform that broadcasters could theoretically use for ad sales pipeline. It is a broad incumbent that contextualizes Marketron's specialized radio-CRM value proposition.
- HubSpot: HubSpot is integrated with Marketron's Integration Suite for marketing automation and CRM. It is a broad incumbent that competes loosely with the sales enablement and pipeline management features in NXT and Aspire.
Emerging players
- vCreative: vCreative provides workflow and content management tools for broadcast traffic and continuity teams, and announced an integration with Marketron in July 2025. It is a niche adjacent vendor whose workflow products intersect with Marketron's traffic suite.
Others
- iHeartMedia: iHeartMedia is the largest US radio broadcaster and a long-standing Marketron customer (CRO Todd Kalman spent 20+ years there). As a customer rather than competitor, it illustrates Marketron's enterprise traction and concentration risk.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Marketron social profiles
Digital presenceMarketron compliance and trust
Trust signalCompliance2 records
Marketron financial estimates
Financial estimateRevenue estimate
Valuation estimate
Marketron leadership team
Management profileNumber of profiles
Profiles6 records
Marketron funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Marketron M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Marketron
What does Marketron do?
Marketron provides cloud-based software solutions for radio and broadcast media organizations, including traffic management, revenue management, digital advertising sales, and electronic payment processing. Its portfolio includes Marketron NXT for integrated traditional and digital advertising, PayNow for electronic payments and AR, and multiple traffic platforms (Marketron Traffic, Visual Traffic, RadioTraffic). It also offers outsourced traffic operations via Traffic as a Service (TaaS) and an Integration Suite with APIs and connectors for Salesforce, HubSpot, and NetSuite.
Is Marketron a public or private company?
Marketron is a private company. It is classified as private equity controlled and is currently operating.
When was Marketron founded?
Marketron was founded in 1970. It employs 101 to 250 people.
Where is Marketron based?
Marketron is headquartered in Hailey, United States, in the North America region.
How does Marketron make money?
Four revenue lines are on record. Software Subscriptions and Licensing is the primary driver. The others are traffic as a Service (TaaS), electronic Payment Processing and professional Services and Training.
Who are Marketron's main competitors?
Direct peers on record are Wide Orbit, WideOrbit (Audio), RCS (Radio Computing Services), Triton Digital and AdsWizz (SiriusXM). Broad incumbents are Imagine Communications, Salesforce and HubSpot. vCreative is listed as an emerging player. iHeartMedia is listed as an others.
Does Marketron have an API?
Yes. Marketron offers APIs through its Marketron Integration Suite and developer section. The Integration Suite enables cross-platform data sharing with pre-built connectors for Salesforce, HubSpot, and NetSuite. APIs drive efficiencies and improve interoperability of connecting ecosystems and processes. Developer documentation is at www.marketron.com/developers.
What industry is Marketron in?
Marketron's product category is Broadcast Traffic Management Software. Its primary akta.pro industry code is MPABABAA, Commercial Radio Networks (National/Regional). Its NAICS code is 54183.