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Australian radio company Macquarie joins Triton’s a2x programmatic platform

Triton Digital has announced that Macquarie Radio Network has joined a2x, Triton’s programmatic audio advertising exchange. Macquarie will put its digital audio inventory into the system, which Triton launched in Australia this past summer.

Macquarie Radio claims the largest adult radio audience in Sydney. Its stations include 2GB, a top-rated talk station, and Easy Listening 2CH.

John Rosso, Triton’s President of Market Development, emphasized the high quality of Macquarie’s audience and ad impressions. “We are thrilled to partner with Macquarie and include their audio inventory in the exchange,” said Rosso. “Their radio stations attract a highly-engaged premium audience, which will add valuable impressions to a2x.”

On the supply side, Macquarie’s Head of Digital Richard Palmer notes key advantages of programmatic — ease, efficiency, and targeting. “We’re always looking for new and innovative ways to monetize our digital audio ad inventory,” he said. “The ease and efficiency of programmatic buying combined with advanced data targeting made our partnership with Triton an obvious next step in our monetization strategy.”

The announcement is the latest in a series of growth developments for Triton Digital’s a2x platform. Last month, Swedish podcast publisher Acast joined its mobile preroll video inventory to a2x. Earlier this month, Triton received quality certification for its platform from the Trustworthy Accountability Group.

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Brad Hill

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