Amobee Integrates With Triton Digital, Expanding Its Programmatic Audio Supply
Amobee said Tuesday it will integrate with the programmatic audio exchange Triton Digital, which aggregates supply across digital audio publishers, broadcast radio station streams and podcasts.
Amobee currently accesses digital audio supply from Pandora and Rubicon Project. But it’s the last major DSP to integrate with Triton, which already works with 30 DSPs.
“Online audio is part of the media mix of most top-tier brands,” said Benjamin Masse, managing director of market development and product strategy at Triton Digital. “It’s critical for DSPs to be connected to audio.”
Amobee is integrating with Triton as more brands buy digital audio inventory due to the COVID-19 pandemic.
“With the amount of inventory growth happening as people stay home, audio will see a lot more growth moving forward,” said Bryan Everett, SVP of business development at Amobee.
Amobee clients can now buy and frequency cap across digital audio, podcasts, display, video, CTV and digital out of home. They can target audiences against mobile device IDs and layer on data from Amobee’s third-party data marketplace, which includes data from up to 70 partners.
Audience targeting is limited on podcasts consumed through Apple or Google, however, as their players do not pass back device IDs. But buyers can target based on geos, day parts, formats or device type.
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