The E.W. Scripps Co.-owned digital audio and podcast technology arm known as Triton Digital has reached an agreement that brings its programmatic platform to the Rubicon Project digital ad exchange.
Founded in 2007, Los Angeles-based Rubicon Project is one of the world’s largest advertising exchanges.
“The company helps websites and apps thrive by giving them the tools and expertise to sell ads easily and safely,” Rubicon says of its offerings. “In addition, the world’s leading agencies and brands rely on Rubicon Project’s technology to execute billions of advertising transactions each month.”
Through the Tritron marketplace integration, buyers that use the Rubicon Project exchange can now access audio supply from online audio services, platforms, networks, radio and TV broadcasters, audio content publishers, and pro audio producers tied to Triton’s SSP (supply-side platform).
“This integration increases buyers’ access to premium audio inventory, making it easier for marketers and brands to reach their target audiences around the world with effective and resonating messages,” Triton said.
Benjamin Masse, Managing Director of Market Development and Strategy at Triton Digital, welcomed the deal, allowing buyers globally to access an exchange “where they can incorporate live, on-demand, and podcast inventory into their buys. The integration provides even more opportunities to execute global, targeted, non-skippable, and brand-safe ad buys through open marketplace and private marketplace deals.”
Michael Chevallier, Vice President of Sales at Rubicon Project, added, “Triton shares our passion for bolstering the growth of the digital audio and podcast marketplace by making it easy to access and transact supply, and we believe this integration will meaningfully increase buyers’ reach and ability to connect with their target audiences around the world.”