Triton Digital, Optable Partner to Enhance Identity Tech

RADIO ONLINE | Thursday, February 6, 2025

Triton Digital

Triton Digital has announced a strategic partnership with identity management firm Optable, aiming to advance the audio publishing industry by integrating advanced user identity technologies. This collaboration is set to enable audio publishers to better manage and protect their first-party identity data, ensuring enhanced control and governance.

The audio sector has traditionally struggled with personalization due to the complexities of embedding identity solutions within audio advertising frameworks. This has been compounded by the need for deep integration with supply-side systems and the requirement for modern, privacy-safe identity management. Triton Digital's partnership with Optable seeks to address these challenges by facilitating an easier integration of identity technology for audio publishers.

Through this partnership, publishers can now utilize Optable's neutral platform to gain insights from user data and effectively fill advertising slots via Triton Digital's Supply-Side Platform (SSP). "Integrating Optable's ID Switchboard with Triton's Audio SSP gives iHeartMedia and other audio publishers an easy way to use their first-party data to activate identity solutions like UID 2.0 securely and seamlessly, all in one place," explained Bosko Milekic, Chief Product Officer and Co-Founder of Optable.

The collaboration between Triton Digital and Optable has already seen success with iHeartMedia. By deploying The Trade Desk's Unified ID 2.0, a privacy-focused, open-source identity framework, and other emerging ID systems such as Epsilon PubLink and Yahoo Connect, iHeartMedia has significantly enhanced the addressability of its audio inventory. This enhancement has resulted in a 2.4x increase in ad fill rates and a 26% rise in average daily spending from advertisers.

Triton Digital President and CEO John Rosso highlighted the transformative potential of this technology: "User identity activation technology is revolutionizing the audio landscape, creating new ways for brands to reach audiences and publishers to enhance the listener experience. This integration further highlights our commitment to expanding and enhancing our ecosystem of solutions as publisher and advertiser needs evolve."