Triton Digital Adds Tru Optik for Enhanced Targeting
|RADIO ONLINE | Tuesday, August 7, 2018 | 8:01pm CT|
Triton Digital has announced the integration of the Triton Ad Server, Tap, with Tru Optik, an audience intelligence and data-management platform with addressable Over-the-Top (OTT) and Connected TV (CTV), to bring enhanced audience targeting, measurement and attribution to streaming radio and podcast advertising. With more than 73 million Americans listening to podcasts monthly and broadcast radio accounting for 17 of the top 20 audio streaming services, there is an increased demand for advanced targeting across streaming audio.
Through this partnership, audio publishers that use Triton Digital's Tap ad server will have the ability to utilize a custom Streaming Audio Data Marketplace to speed audience targeting across over 75 million households in the U.S. Audience segments include demographic, behavioral and purchase data from leading third-party vendors. Categories such as avid gamers, sports fanatics, auto enthusiasts, fine diners, concert goers, globetrotters, big box shoppers, tech enthusiasts and more will be actionable for broadcasters, podcasters, and streaming music services across desktop, mobile, smart speakers and other Internet connected devices.
"As pioneers of audio advertising solutions, we remain committed to the continuous advancement of our technology, and to providing our clients with solutions that make leveraging the power of digital audio both simple and effective," said Triton Digital President/Market Development John Rosso. "We are pleased to be integrated with Tru Optik, and to expose their audiences in Tap for the benefit of our streaming and podcast publishers, as well as their advertisers."
"With the rise of smart speakers and other connected devices, advertisers cannot rely on device IDs or cookies alone to ensure they are connecting with the right audiences," added Tru Optik CEO/Co-Founder Andre Swanston. "Tru Optik's data management platform and household graph have led the way in solving the targeting and measurement challenges across the Over-the-Top TV ecosystem. We look forward to partnering with Triton Digital to empower brands and publishers with the precise audience insights needed to more effectively reach millions of streaming audio and podcast listeners."