Press Releases

Anghami Selects Triton Digital to Power the Monetization of their Digital Audio Inventory

Tuesday, Oct 03, 2017 8:05 AM EST

The Leading Streaming Music Provider in the Middle East and North Africa Region Chooses Triton’s Comprehensive Ad Tech Suite to Monetize their Digital Audio Advertising Inventory

LONDON – OCTOBER 03, 2017 - Triton Digital®, a leading technology provider for the audio industry, and Anghami, the largest streaming music provider in the Middle East, today announced a partnership whereby Anghami will utilize Triton Digital’s complete ad tech stack to monetize their digital audio inventory, which is exclusively represented by Digital Media Services (DMS), the digital arm of Choueiri Group.  Through this partnership, Anghami and DMS will leverage Triton’s highly-scalable ad server, Tap, to dynamically insert targeted audio ads into Anghami’s 600 Million audio streams per month, resulting in a more engaging and personalized experience for their listeners, and a higher return for their advertisers. 

In addition, DMS will make Anghami’s audio inventory available in Triton’s global audio advertising marketplace, a2x®, which will enable programmatic buyers across MENA and other parts of the world to reach their engaged listening audience through non-skippable, at-scale buys for the first time. DMS will also leverage Yield-Op, Triton’s Supply Side Platform (SSP), to manage their inventory within the programmatic marketplace. Yield-Op will enable DMS to streamline ad operations, manage access to their inventory, regulate pricing, establish ad quality settings, and configure both open as well as private deals with specific buyers, brands or sales houses.

“We are proud to help Anghami and DMS harness the power of programmatic advertising to more efficiently monetize their digital audio inventory,” said Benjamin Masse, Managing Director, Market Development and Strategy at Triton Digital.  “Enabling agencies and advertisers to engage Anghami’s 58 Million registered users in a targeted, meaningful way will provide them with a higher return, and will undoubtedly further the growth of the digital audio advertising industry in the MENA region.”

“We’ve already received interest from regional advertising agencies and brand managers who attended the first regional audio day organized by Anghami with the support of DMS, where Triton was a major contributor,” said Elie Habib, Co-Founder and CTO at Anghami.  With Triton’s technology, it became easier for advertisers to access our inventory in an automated fashion, and enables them to send the right message at the right time and in the right place so it truly resonates with listeners. This is an enormous benefit that comes exclusively with the native, mobile nature of the audio channel.” 

 “We look forward to leveraging Triton’s digital audio advertising expertise and technology to continue to elevate Anghami’s brand and reach, and to grow the digital audio ad market in the MENA region,” said Michel Malkoun, Chief Operating Officer at DMS.  “The more that we can do to make the execution of relevant, contextual advertising easier for brands and agencies, the faster the industry will grow and the better the experience will be for its loyal, engaged listeners.”

a2x, the world’s first programmatic buying solution for streaming audio, enables publishers and advertisers to partner dynamically to deliver relevant, meaningful ads through precise targeting parameters, including format, genre, geography, demo, gender, and first and third party data.  For more information, visit