AdTheorent, Inc., an advertising technology company using data, predictive targeting and machine learning to provide competitive advantages to marketers as measured by real-world business outcomes, today announced a partnership with Triton Digital®, the leading technology and services provider for the global digital audio industry. Through an integration with Triton’s global audio advertising marketplace, a2x®, AdTheorent’s advertisers now have the ability to add online audio from more than 150 top-tier broadcasters and streaming music services to their digital advertising buys.
Approximately 61% of Americans listen to digital audio on a monthly basis1. Additionally, weekly engagement with digital audio has more than doubled over the last nine years, making this an attractive vehicle to amplify the reach of a digital campaign. AdTheorent’s integration with a2x enables the Company to deliver non-skippable and brand safe audio ads to digital audiences, targeted by geo, genre and audience. AdTheorent is also able to retarget users with high predictive scores from prior digital campaigns, reaching highly engaged consumers who previously interacted with a brand’s mobile or desktop ad via streaming audio. This allows advertisers to re-engage with audiences with a higher statistical probability of engagement.
“With more than 170M people engaging with digital audio monthly, we are excited to add streaming audio advertising capabilities to our digital advertising mix, allowing our clients an additional method to reach highly-engaged consumers,” said Josh Walsh, AdTheorent’s President, Media. “We are thrilled to partner with Triton Digital to offer our clients premium audio inventory to supplement and expand their digital campaigns.”
“We are proud to integrate AdTheorent into our global programmatic audio marketplace,” said Benjamin Masse, Managing Director, Market Development at Triton Digital. “We look forward to working with them to help their buyers expand their reach and engage with their target audiences in a more powerful and relevant manner.”
AdTheorent is a machine learning-powered predictive advertising company, utilizing machine learning and advanced analytics to connect advertisers with their optimal audiences, at scale. AdTheorent’s Data Science team leverages an award-winning machine learning platform connected to a Cross-Environment Map consisting of 600MM devices across 90MM US households. AdTheorent’s platform combines millions of data attributes into custom models to drive campaign results, far outperforming industry standards, to predict and identify users most likely to engage with an advertiser’s message. AdTheorent’s Studio AT creative organization helps advertisers develop the most effective creative assets, content and technology solutions to engage with audiences. AdTheorent’s award-winning attribution division – MRC-accredited Barometric - provides attribution solutions based on real-world outcomes. For more information, please visit adtheorent.com.
About Triton Digital
Triton Digital® (https://www.tritondigital.com) is building a better audio marketplace by making online audio advertising more accessible, intelligent, and effective. Launched in 2006 and operating in more than 45 countries, Triton Digital is the largest global technology and services provider to the digital audio industry. Triton’s technology is designed to help broadcasters, podcasters, and music services streamline their day-to-day operations, build their online audience, and maximize their online revenue. Its comprehensive product suite includes online audience measurement, streaming delivery and media players, advertising technology and online audience engagement tools. In addition, Triton operates a programmatic audio advertising marketplace that delivers a streamlined and effective way for brands to reach a range of audio audiences through a single programmatic platform.
1. Infinite Dial 2017, by Edison Research and Triton Digital®