Deezer, Triton Team For Mobile Programmatic Audio Ads


The ad sales house of a popular global music streaming service has launch mobile programmatic audio advertising for its free users through a new partnership with a top technology and services provider now owned by The E.W. Scripps Co. that is working with radio stations across North America.

It’s a partnership that sends another message to over-the-air radio broadcasters that programmatic matters to advertisers and CMOs.

Deezer’s Deezer Brand Solutions on Wednesday revealed it has inked a new partnership with Triton Digital, one the companies believe “will significantly improve advertising efficiency and will bring more value for both brands and its non-paying users.”

Specifically, audio buyers, they say, “can effortlessly establish real-time deals from Deezer’s digital audio inventory.”

The deal is global in nature: Deezer is releasing its audio mobile inventory in Argentina, Australia, Belgium, Brazil, Canada, Chile, Colombia, France, Germany, Guatemala, Ireland, Italy, Mexico, Netherlands, Russia, South Africa, Spain, Switzerland, United Kingdom, the U.S. and Uruguay using Triton’s audio SSP, Yield-Op.

Broadcast media should also take note of how the Deezer-Triton partnership “aims to deliver even more value to brands looking to advertise on the streaming service.” Key to this, the companies note, is the fact that Deezer’s audio advertising is non-skippable and will play only one unique audio ad per break.

“This guarantees increased brand visibility, without heavily disrupting the user experience,” the companies note. “In addition, Deezer’s first-party data guarantees high quality targeting and ensures a high degree of impressions delivered to the most relevant audience.”

Marianne le Vavasseur, VP of Ad Sales at Deezer Brand Solutions, commented, “We are excited to offer a more efficient way to advertise on Deezer. Now with programmatic advertising through Triton, more brands and publishers can reach the audiences they need to drive visibility and awareness, while our free users will benefit from more suitable ads.”