News | Triton Announces its First Open Audio Marketplace

First Open Audio Marketplace That Brings Together Broadcast, Podcast and
Streaming Audiences at Unprecedented Scale

Triton Digital, the global technology and services leader to the digital audio and
podcast industry, announced today it will launch the Triton Audio
 – an innovative new global open audio exchange that, for
the first time, will aggregate audiences at scale across three
exploding audio segments: broadcast, podcast, and streaming, making it easier
than ever for marketers and agencies to plan, buy and measure the impact of
cross-platform audio advertising.

The new Triton Audio Marketplace will offer access to the largest single
pool of audio audiences, with more than 100 billion audio impressions per month
across broadcaststreaming and podcast properties,
and allow marketers and agencies to transact on ALL forms of audio inventory
and have access to unmatched, sophisticated measurement and targeting tools
across a range of audiences, from mass reach demographics to narrower, more
precise targets. Officially launching in Q1 of 2022, the Marketplace will
include radio, streaming and podcast inventory from more than 250 media
companies, including 17 of the top 20 broadcasters; more than 700 hit podcast
titles from the iHeartPodcast Network, the largest podcast network globally;
the biggest audio creator platforms, Voxnest and Spreaker; and world-class
content from thousands of creators.

In addition, The Triton Audio Marketplace will offer a complete set of
audio ad tech and data solutions for brands for targeting and measurement, and
will be the largest brand-safe audio marketplace, implementing
first-in-its-class brand safety tools to ensure all impressions meet the IAB’s
standards and brand’s expectations designed for a post-cookie world. Triton is
also planning to introduce a new platform for publisher data collection that is
based on listener consent. This data, in addition to data provided by the
advertisers, will inform audience planning, targeting and measurement like
never before.

“Triton has always been the leading innovator in streaming and podcast
technology,” said John Rosso, President – Market Development for Triton
Digital. “Based on WARC & Lion’s Intelligence’s new study that shows that
31 percent of the average consumer’s media consumption is now audio, with less
than 9 percent of brands media spend being allocated to audio, this new Triton
Audio Marketplace is designed to now close this gap by making it easy for any
marketer to find their audience in one place and plan and buy these audiences
at scale across more 250 audio media partners.”

Triton Digital was acquired by iHeartMedia in early 2021 as part of a
series of investments and advancements the company made in the audio technology
space, with the goal to be able to package assets into one global open
marketplace for marketers and advertisers. Jelli’s broadcast radio
capabilities, Triton’s streaming capabilities, Omny’s and Voxnest’s podcast
capabilities, and SmartAudio’s data science-driven audience targeting and
measurement solutions combine to make The Triton Audio Marketplace a true
cross-platform buying solution, taking audio marketing to a whole new level of
targeting and scale.

Source: Triton media announcement

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