For the marketer, enhanced audience targeting, measurement, and attribution to streaming radio and podcast advertising is more important than ever.
That’s what makes the integration of Triton Digital’s Triton Ad Server, Tap, with OTT and connected TV audience intelligence and data management platform Tru Optik such a notable item for ad sales execs and C-Suiters alike.
With more than 73 million Americans listening to podcasts monthly and broadcast radio accounting for 17 of the top 20 audio streaming services, there’s an increased demand for advanced targeting across streaming audio.
Through this partnership, audio publishers that use Triton Digital’s Tap ad server will have the ability to leverage a custom Streaming Audio Data Marketplace to facilitate audience targeting across more than 75 million households in the U.S. Audience segments include demographic, behavioral, and purchase data from leading third-party vendors.
Categories such as avid gamers, sports fanatics, auto enthusiasts, fine diners, concert goers, globetrotters, big box shoppers, tech enthusiasts, and more will be actionable for leading broadcasters, podcasters, and streaming music services across desktop, mobile, smart speakers and other internet connected devices.
This enhanced targeting will enable audio publishers to increase both the value of their audio inventory, and the return on investment for their advertisers.
“As pioneers of audio advertising solutions, we remain committed to the continuous advancement of our technology, and to providing our clients with solutions that make leveraging the power of digital audio both simple and effective,” said John Rosso, President, Market Development at Triton Digital.
Andre Swanston, CEO and Co-Founder at Tru Optik, added, “With the rise of smart speakers and other connected devices, advertisers cannot rely on device IDs or cookies alone to ensure they are connecting with the right audiences. Tru Optik’s data management platform and household graph have led the way in solving the targeting and measurement challenges across the Over-the-Top TV ecosystem. We look forward to partnering with Triton Digital to empower brands and publishers with the precise audience insights needed to more effectively reach millions of streaming audio and podcast listeners.”