SoundCloud Selects Triton Digital's a2x for Audio Ads

RADIO ONLINE | Monday, January 23, 2017

Triton Digital and SoundCloud, a music and audio platform, have expanded their partnership to monetize SoundCloud's digital audio advertising inventory in the U.S. via Triton's programmatic audio advertising exchange, a2x. The partnership enables programmatic buyers in the U.S. to make targeted, at-scale buys across SoundCloud's listening audience via Triton's Open Marketplace. The addition of the U.S. market expands Triton and SoundCloud's existing partnership which covers Australia and Canada.

"We are pleased to expand our support of SoundCloud's global advertising strategy by adding its U.S. audience to the exchange," said Triton Digital President of Market Development John Rosso. "The 2016 Infinite Dial Study by Edison Research found that more than 155 million Americans ages 12+ listen to digital audio in a given month. With it's impressive reach and ability to target messages on the listener level, audio is quickly becoming an essential component of advertising strategies both in the U.S. and beyond as it is an incredibly powerful and meaningful way to connect with listeners."

"Audio is a fast growing area of programmatic advertising, and we're excited to expand our partnership with Triton to add our premium audio inventory to the U.S. market," added SoundCloud Head of Brand Partnerships, North America Peter Diamond. "Triton's technology makes it easy for advertisers in the U.S. to access prime SoundCloud ad inventory in an automated fashion to connect with our unique, highly engaged audience."