Ad-technology company Hiwire says it will provide ad insertion, tracking and sales for stations using streaming services from WarpRadio.com. Founded in 1997, Hiwire uses a technology with an anonymous opt-in program that identifies demographic information about listeners. The Los Angeles-based company has heavy investors, including Clear Channel Communications, Zone Ventures, Grey Advertising and New Enterprise Associates. It also has been inking deals with companies including NetRadio and Classic FM, the radio station of the United Kingdom's GWR Group, to provide in-stream advertising.
Denver-based WarpRadio.com streams approximately 3 million hours per month for more than 200 radio stations.