Triton Digital has a new partner for its a2x programmatic audio advertising exchange in Australia. Nova Entertainment, a media company that includes several radio stations, has made its audio ad inventory available on the a2x exchange. All of the Nova Network inventory will be included, which covers stations such as Nova 96.9 Sydney, Nova 100 Melbourne, Nova 106.9 Brisbane, Nova 93.7 Perth and Nova 919 Adelaide.

“Exploring new ways of monetizing our digital audio inventory while continuing to improve the streaming experience for our audience is an important piece of our overall digital strategy,” said Peter Charlton, Nova Entertainment’s group sales director. “The precise targeting capabilities within a2x made the decision to partner with Triton an easy one.  The ability to provide our audience with relevant ads will certainly make for a better streaming experience for our audience, and more engaged listeners for advertisers.”

Triton brought a2x to Australia in June 2015. Other Australian audio publishers using Triton’s programmatic exchange include the Macquarie Radio Network and Southern Cross Austereo.