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Monday, Jan 23, 2017 9:00 AM EST

SoundCloud, Triton Digital Partner For Programmatic Advertising Services in U.S.

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SoundCloud is taking another stride forward in the content monetization of its services in the world’s biggest market.

The music and audio streaming platform will use Triton Digital’s A2X programmatic audio ad exchange platform to monetize digital ad inventory in the United States.

The announcement comes some months after both parties announced similar arrangements for Canada and Australia.

Triton says this latest expansion of their partnership will enable programmatic buyers in the U.S. to make “targeted, at-scale” buys across SoundCloud’s listening audience.

“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 U.S. market,” said Peter Diamond, SoundCloud’s head of brand partnerships, North America. “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, adds, “With its impressive reach and ability to target messages on the listener level, audio is quickly becoming an essential component of advertising strategies both in the U.S. and beyond as it is an incredibly powerful and meaningful way to connect with listeners.”