Triton Digital Offering Unified Ad Buying Platform

Media buyers are increasingly looking at audio budgets holistically, rather than divvying the dollars among dedicated radio or streaming segments of their media plan. In a move that will help put the selling side more in line with what buyers want, Triton Digital is launching a new global audio exchange that will for the first time aggregate audience from broadcast, podcast and streaming. It says the move will make it easier for marketers and agencies to plan, buy and measure the impact of cross-platform audio advertising.

Triton Digital was acquired by iHeartMedia for $230 million in February and that has allowed it to expand its reach and capabilities. It says 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. Officially launching early next year, 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; and the audio platforms Voxnest and Spreaker with content from thousands of creators.

John Rosso

John Rosso, Triton Digital’s President of Market Development, said a new study from WARC and Lion Intelligence being released today shows that 31% of the average consumer’s media consumption is now audio, but less than 9% of brands media spend is being allocated to the medium. “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,” he said.

In addition to offering a unified place to buy audio inventory, 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 Interactive Advertising Bureau’s standards and brand’s expectations designed for a post-cookie world.

Triton said Friday that it is also planning to introduce a new platform for publisher data collection that is based on listener consent. While few details have been released so far, Triton says the data, in addition to data provided by the advertisers, will help buyers make audience planning, targeting and measurement decisions.