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John McCarthy, The Drum Monday, Jan 23, 2017 11:00 AM EST

SoundCloud taps Triton for US programmatic ad sales

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SoundCloud is looking to more efficiently monetise the content on its audio platform by expanding its partnership with Triton Digital.

Now ad buyers can target specific audiences automatically, targeting them via various demographics such as age and listening habits through the a2x platform.

Audio advertising platform Triton Digital already offers similar services to Pandora, Spotify and iHeartRadio, additionally it was utilsing programmatic in Australia, Canada and New Zealand before the wider roll out.

Peter Diamond, SoundCloud’s head of brand partnerships, North America said: “Audio is a fast-growing area of programmatic advertising, and we’re excited to expand our partnership with Triton to add our premium audio inventory to the US market.

“Triton’s technology makes it easy for advertisers in the U.S. to access prime SoundCloud ad inventory in an automated fashion to connect with our unique, highly engaged audience.”

John Rosso, president of market development at Triton Digital, added: “We are pleased to expand our support of SoundCloud’s global advertising strategy by adding its U.S. audience to the exchange.

“The 2016 Infinite Dial Study by Edison Research found that more than 155 million Americans ages 12+ listen to digital audio in a given month. With it’s impressive reach and ability to target messages on the listener level, audio is quickly becoming an essential component of advertising strategies both in the US and beyond as it is an incredibly powerful and meaningful way to connect with listeners.”

The company, which is moving to make up for a financial deficit, rolled out video ads in 2016 in the US, in the hope of boosted its value to advertisers.

Furthermore, in May, it released a premium service, Soundcloud Go, which offers access to 125 million tracks, an estimated 15 million more than its free offering and more than four times more than Spotify.