Triton Digital Integrates Datonics’ Audience Taxonomy to Power More Precise Audio Ad Targeting
Triton Digital®, the global technology and services provider to the digital audio, podcast and broadcast radio industries, today announced the integration of Datonics audience data, giving publishers access to a broad range of high-quality third-party audience segments for more precise targeting through the Triton Ad Platform (TAP).
The integration brings Datonics’ wide ranging audience taxonomy, including demographics, automotive, CPG purchase behavior, and other audience attributes into Triton’s advertising technology. For publishers, the new segments make their inventory more valuable to buyers. For advertisers, it means sharper insights into who they’re reaching, and the ability to target precisely and reach audiences they weren’t able to before.
“This gives publishers of every size access to the kind of audience data that used to be reserved for the biggest players. That’s a meaningful shift in how digital audio competes for ad dollars,” said Spencer Morris, Executive Vice President, Data Operations and Data Products, Triton Digital. “Advertisers now no longer have to guess who they’re reaching. This integration gives them the specificity to plan with real confidence, which translates directly into stronger campaign performance for our publishers.”
To ensure publishers and buyers maintain current audience eligibility, Datonics provides Triton with data updates which are available for targeting in TAP. This keeps targeting precise and gives buyers confidence that their ads reach the intended listeners.
“Audio is a critical part of the holistic omnichannel strategy advertisers should be leveraging, and Triton is a great partner in this space,” said Michael Benedek, President and CEO, Datonics. “Triton Digital is a clear leader in connecting data and technology, and this integration puts our segments directly in front of the publishers and buyers who are smartly leveraging digital audio.”
Datonics segments are available now in 12 countries — the United States, Canada and Mexico in North America; the United Kingdom, Germany and France in EMEA; Australia, South Korea, Singapore, India and Japan in APAC; and Brazil in LATAM — giving publishers and advertisers in markets that previously lacked access to this level of audience data a new way to compete.
The integration reinforces Triton’s broader narrative of connecting the digital audio ecosystem through technology, data, measurement, and monetization. Datonics strengthens the data and targeting layer of that ecosystem, while TAP provides the technology publishers use to activate those audiences, enabling a more efficient and valuable digital audio marketplace.
To learn more, visit https://tritondigital.com/solutions/audio-advertising/tap.
About Triton Digital
Triton Digital® is the global technology and services leader to the digital audio, podcast, and broadcast radio industries. Operating in more than 80 countries, Triton provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize revenue, and streamline their day-to-day operations. In addition, Triton powers the global online audio industry with Webcast Metrics®, the leading streaming audio measurement service and Podcast Metrics, one of the first IAB-certified podcast measurement services in the industry. With unparalleled integrity, excellence, teamwork, and accountability, Triton remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global audio industry.
This is a press release which we link to from Podnews, our daily newsletter about podcasting and on-demand. We may make small edits for editorial reasons.