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Radio, bought like the rest of media.

Client
Resonate, a Pattison Media venture
Sector
Media & AdTech
Disciplines
Digital Product, Story and Experience, Applied AI
Website
resonate.media (opens in a new tab)

Introduction

On April 30, 2026, at 3:13 pm, a radio spot aired on 102.7 The Peak. No salesperson booked it.

Resonate sent a real-time bid request to programmatic networks, Google DV360 accepted, and the ad was inserted into WideOrbit and aired minutes later.

For a century, radio has been bought and sold through a conversation with a salesperson. Display, video and streaming audio all moved to programmatic. Broadcast radio never did. Resonate, a Pattison Media venture, changes that.

That first spot proved the engine. Our colleagues at Pattison Media built it: the bidding algorithm, the integration with broadcast queues, and Validate, which supplies the traffic and reach data. That engine is the hard part, and the reason no one had done this before. Lift’s job was to make it usable for every advertiser, through the brand, the design system, and a buying interface of its own.

The resonate.media homepage, “A better way to buy radio ads”, above the broadcaster dashboard
The For Advertisers page: “Buy radio from the DSP you already use”
The For Broadcasters page, “Expanding the market for radio advertising”, over a radio studio
01

The buying interface

A multi-market radio buy, made familiar.

Buying radio across several locations, regions and audiences is complicated. It brings together rates, interests, demographics and geography. Resonate’s buyers are used to the DSPs and ad platforms they work in every day. We designed an interface that feels familiar to them and keeps all of radio’s complexity underneath.

The deal builder’s targeting step: adults 25–54, three interest signals and nine Alberta markets on the map, beside the deal’s running estimate
  1. 01

    Natural-language buys

    Describe the campaign and the interface builds it.

  2. 02

    Reach on a map

    See where the buy lands before committing.

  3. 03

    Pricing and rates

    Confirm the cost up front.

  4. 04

    Demographics and delivery

    Align the buy with who it needs to reach and how it needs to run.

The stations step: Pattison stations grouped by market, each with its in-demo audience, interest index, format and CPM
A line item’s goal, with budget, impressions, estimated spend and CPM, above two premium daypart rules for morning and afternoon drive
The deals list: active, draft and completed deals with their flights, impressions, CPM and spend
The deal summary that updates with every change: weekly reach, share in the audience target, impressions, CPM and estimated spend
02

Agentic buying

Describe the buy. Then make it yours.

An agent sits on top of the interface. An advertiser can describe a complex buy in plain language, and the agent builds it. From there, the advertiser refines it in the full interface. The agent does the setup and the person makes the decisions.

Review & Submit: the finished deal’s spend, audience, markets, dayparts and flight, ready to send to a buying platform
The assistant’s reply to a winter tire brief: each step it took, the price it landed on, and a note on frequency
03

Built with Claude Code

First prototype in under two weeks.

We built the whole front end and design system with Claude Code and connected them to Pattison’s back-end systems. The first working prototype was ready in under two weeks. The finished front end took about a month, including the back-and-forth with the engineering team. The build moved quickly, so most of our time went into the decisions that make a complex buy feel simple.

The broadcaster dashboard: earnings, inventory and sold impressions, capacity by day, revenue by month and average CPM
Ads waiting for a broadcaster’s approval, each with its exchange, length and risk rating
Daypart avails: a rule allowing up to five minutes of commercials an hour, every day from 6 to 10 am
Ad history: daily revenue and the play log, with one play’s detail and break-injection log open
An ad’s detail: playable audio, transcript, risk reason and audit log, with Approve and Reject
04

Where it stands

As of October 2026, Resonate is in invite-only beta while a group of national broadcasters decides how it will launch.

An active deal’s delivery: impressions delivered on Resonate and reported by DV360, pacing and spend, against an even-pace line

Client review

“Making software easy to use is easier said than done, but the Lift team excels at it. They designed a beautiful interface for a complex radio buying platform, so intuitive that it needs no instruction. And they delivered a working prototype in just two weeks. Their work is transforming our business.”

Andrew Snook, Chief Innovation Officer, Pattison Media

Services

Digital Product

  • UX and UI design
  • Design system
  • Front-end development
  • Back-end integration

Story and Experience

  • Brand identity

Applied AI

  • Agentic interface
  • AI-assisted build
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