Triton, Edison Partner To Provide Podcast Metrics

Triton Digital, a leading technology provider to the audio industry, today announced a partnership with Edison Research to deliver Webcast Metrics On Demand (WCMOD), a podcast audience measurement solution. Working together, the companies are combining their technology, relationships and market experience to offer a measurement product to help publishers scale their sales effort and better monetize podcast content. Triton and Edison also partner on the annual Infinite Dial study.

“Without standardized and credible third party audience measurement it has been extremely difficult for podcast publishers to gain acceptance from brand advertisers. Triton and Edison are solving this challenge and enabling publishers to credibly present their audience and monetize across multiple sales channels,” said Rob Favre, General Manager and Chief Compliance Officer, Webcast Metrics. “The U.S. market for audio podcasts is roughly $100 million today but with Webcast Metrics On Demand, developed together with Edison Research, podcast inventory gains the credibility to transact broadly and build greater market value for both publishers and advertisers.”

“Triton is a great technology partner to help deliver this solution given their outstanding Webcast Metrics measurement products and broad agency adoption,” said Tom Webster, Vice President, Edison Research. “Their credibility, along with Edison’s expertise in measuring audiences, makes us a powerful combination delivering the podcast industry’s first comprehensive ratings and audience information service.”

WCMOD is expected to be released later this year. For more information or to participate in a beta test please contact Dominick Milano, President of Publisher Development at Triton Digital (dominick.milano@tritondigital.com).