Audience measurement leader Nielsen has proclaimed a new collaboration with Triton Digital to inject audience behavior metrics into Nielsen’s advertiser planning tool. The audience measurement is accomplished via Triton’s Podcast Metrics Demos+ offering, which informs Nielsen’s planning tool Nielsen Media Impact (NMI). The landscape for this engineering stretches across every podcast and podcast network in Triton’s portfolio.
The hoped-for upshot is to evaluate podcasts with the same exactness and metrical breadth as TV, radio, and digital channels.
While Triton brings the big measurement guns, Nielsen will be the primary U.S. sales representative for Triton’s podcast measurement business, bringing awareness of it to the breadth of Nielsen’s relationships with advertisers and agencies.
Naturally, advertisers gain insights with which to manage ad strategies and better understand listener behavior.
“Our collaboration with Triton Digital makes it easier for advertisers to evaluate and plan podcasts alongside, and with the same level of precision, comparability and confidence as other media channels, delivering a critical need,” said Rich Tunkel, Managing Director, Nielsen Audio.
“Podcasting delivers a unique combination of scale, intimacy, and attention that few other channels can match,” said John Rosso, CEO, Triton Digital. “Triton has built the industry’s most complete podcast measurement offerings, with the scale, granularity, and utility the market increasingly demands. Together with Nielsen, we’re unlocking the value and capabilities podcasts deliver in a modern media plan.”