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Triton Digital announced this morning an integration of its programmatic audio platform with Google’s Display & Video 360, a global cross-category campaign planning system. Triton asserts that this integration creates “the industry’s largest transparent marketplace whereby audio inventory can be transacted at scale across the globe.”

Google Display & Video 360 is part of the Google Marketing Platform, which itself evolved from the company’s DoubleClick advertiser product suite. The former DoubleClick Bid Manager became Display & Video in July of last year. Google describes the evolution as “a single, integrated tool that helps creative, data, and media teams work together to execute end-to-end campaigns.”

Audio publishers of all sorts can benefit from the Triton/Google tie-up to offer advertising across platforms: “Through this integration, buyers can create private marketplace deals (PMPs) with a wide range of audio publishers including streaming music services, broadcast radio stations, podcasts, online gaming and more to engage audiences across any internet-connected device, including mobile phones, desktop computers, TV’s, and smart speakers.”

“We are thrilled to integrate our audio SSP and programmatic marketplace with Display & Video 360,” said Benjamin Masse, Managing Director, Market Development and Strategy at Triton Digital. “Our combined global presence will have a tremendous impact on the audio industry’s growth, enabling publishers to deliver a smooth, high quality listening experience to their audience by leveraging server-side audio ad insertion and native ad placement to provide a high return to their advertising partners.”