Triton Digital’s a2x programmatic ad exchange is going to France thanks to a partnership with French multimedia group NRJ Global. This is the first availability of programmatic purchases of targeted online and mobile audio impressions for the French market. NRJ’s web radio inventory will be available first, with plans for other global audio publishers to join later.

“The arrival of this exchange is a significant step forward for both the advertising landscape and the digital audio industry in France,” said Benjamin Masse, Triton’s SVP/GM of advertising.

“We are pleased to partner with Triton Digital to bring this innovative method of buying and selling audio impressions to France,” said Kevin Benharrats, Head of Digital at NRJ Group. “As the leading programmatic digital audio ad exchange in the United States, a2x was the obvious choice for introducing programmatic buying to the French digital audio industry , said Kevin Benharrats, Head of Digital at NRJ Group.”

The announcement is the latest in a series of agreements that reflect international expansion for Triton’s a2x platform. The Swedish podcast company Acast and Australia’s radio company Macquarie have recently joined Triton’s programmatic solution.

Programmatic advertising is receiving increasingly intense scrutiny and consideration both in the U.S. and in Europe. Last week’s RAIN Summit and the NAB/RAB Radio Show both featured predictions of audio’s programmatic adoption from industry leaders.