Audio adtech giant Triton Digital has announced that buyers can now streamline and consolidate their advertising across all audio segments — podcast, streaming, and broadcast. The broadcast piece is added by Triton’s workflow automation partner Basis Technologies, which expanded its integration to give brands and agencies programmatic guaranteed buying access to broadcast radio ads.
This consolidation simplifies buying integrated campaigns considerably. “Purchasing broadcast radio historically has been a complex process, requiring time-consuming negotiations and agreements between marketers and publishers,” Triton observes. The company claims that the Basis-enabled integration is an industry first.
A launch partner is included in this announcement — iHeartMedia, Triton’s parent company. Katz Media Represented broadcast partners will be added.
“Brands and agencies want direct access to guaranteed audio inventory at scale, with the control, speed, and flexibility required to meet fast-paced deadlines. Basis Technologies aligns with Triton Digital to help marketers rise above the noise to reach their customers,” said Ian Trider, VP of Product, Basis Technologies. “The Triton Audio Marketplace’s supply of high quality digital and now, broadcast audio content that engages loyal listeners, combines neatly with programmatic advertising technology to reach people with the right message, at the right time, across devices.”
Triton Digital’s Audio Marketplace claims “the largest single pool of audio audiences, with more than 100 billion audio impressions per month.”
“As the first open audio marketplace to bring together broadcast radio, podcast and streaming audiences at unprecedented scale, we continue to remove the barriers to cross-platform audio advertising,” said Jean-Luc Wasmer, VP of Architecture and Partnerships, Triton Digital. “The addition of Basis Technologies further signifies our commitment to delivering audio ad buys at a global scale through open auction and programmatic direct deals in a single, easy to navigate marketplace.”
