RadioLoyalty, a provider of Internet and mobile advertising solutions for online and terrestrial radio broadcasters, was acquired by Lux Digital Pictures, it was announced today, in a move which sees Lux add more platforms to its already vast content network.

Lux, who deliver in-stream video advertisements, saw the appeal to acquire RadioLoyalty as an obvious one.

Last May, RadioLoyalty’s online radio advertising network was ranked numero uno by comScore in the “Entertainment-Radio” category, with a potential reach of 68.5 million unique visitors in the United States alone.

That ranking puts it ahead of Pandora, CBS Radio, AOL Radio, Yahoo Radio, Westwood One and Clear Channel, the company asserts.

Commenting on the deal, Lux CEO Michael Hill stated:

We generate increased advertising rates and opportunities by utilizing our UniversalPlayer patent pending technology.

The RadioLoyalty UniversalPlayer Hill is referring to basically provides radio broadcasters with tools at no out-of-pocket expense, with the idea to maximize revenue and decrease, or eliminate expenses.

Advertisers are subsequently provided with a means to reach its audience from one source, across the entire RadioLoyalty platform. Listeners then use the platform to access specific audio content including unlimited music, talk, sports and more, whilst earning loyalty points redeemable for merchandise.