Boise gets ready for this Jelli

Jelli, a company that brings Internet-like advertising features to radio, is opening a Boise office. 

They've applied to take a space in the Drake Cooper building at 8th and Myrtle in Boise. We're told about 40 employees will be based downtown, including engineering positions. Presently the company has a variety of Boise-based jobs posted on its website.

Right now, the radio spots between the Beyonce songs you hear on the radio are purchased by calling a salesperson and working out an advertising schedule - which can be less-than-efficient. Jelli and other companies focusing on television promise to change the marketplace to allow programmatic buying - essentially the way most ads are purchased online.

The company is backed by iHeartMedia among others.