Programmatic Buying FAQs

Frequently Asked Questions

Below you’ll find a list of frequency asked questions around buying digital audio programmatically.

Marketplace FAQs

Q. What does Triton Digital do in the world of programmatic audio?

A. Triton Digital is a leading ad tech provider to the digital audio marketplace. Our technologies enable live and on demand publishers to grow audience and revenue globally. Triton brought the first ever programmatic audio marketplace to market. In the case of the audio marketplace, Triton acts as an SSP providing a host of premium inventories to programmatic buyers, agencies, and brands.

Q. What are the advantages of buying through the exchange?

A. Buying through the exchange facilitates rapid and precise transactions, mitigating waste and resulting in the greatest efficiency for advertisers. With Triton's marketplace, you have access to live and on-demand audio streaming providers such as Prisa, Talpa/OMS, MLB, ESPN, Cumulus & more.

Q. How many digital audio publishers are included within the marketplace?

A. There is inventory from more than 180 publishers across the globe within the marketplace, and we continue to onboard premium publishers on an ongoing basis in order to continually increase scale.

Q. Can I secure inventory with one publisher and not all in the marketplace?

A. Yes, if a programmatic deal is in place between buyer and publisher, or if the capabilities are available within your DSP.

Q. Is the marketplace an SSP?

A. No, the marketplace is where the open transacting of digital audio inventory takes place.  Triton has a dedicated audio SSP. 

Buying FAQs

Q. What does the CPM cover?

A. CPM in the exchange only applies to the audio impression (synced companion display banner is at no additional fee). The CPM could be dynamic and you should note the DSP fee when transacting.

Q. Are there minimum spend requirements?

A. The marketplace requires no minimums in the exchange.

Q. What are marketplace targeting capabilities?

A. Marketplace buyers can target by geo, device, and genre/format. Buyers may also utilize 1st & 3rd Party data against cookie or mobile advertising ID.

Q. Can you postal/zip target?

A. Yes.

Q. Which devices can clients buy the marketplace on?

A. Web, mobile, tablet, smart speakers, and consoles.

Q. Can you set frequency caps?

A. Yes, frequency caps may be utilized.

Q. If I have my own DMP, can I utilize my DMP segments through the marketplace?

A. The marketplace is compatible through DSPs to support leading DMPs. Refer to your DSP for data integration.

Q. Do I need a separate set of 3rd party trackers for banners and audio?

A. Triton highly recommends 1x1 tracker on audio and separate set of display trackers.

Q. How do I use macros for attribution?

A. A macro is a variable that you can use to dynamically insert data into a tracker for reporting or campaign attribution. Trackers are most commonly placed as part of the audio and banner impression URLs. Macros can also be used in any other URL in the creative.

Q. Can you provide site-level reporting?

A. Access reporting by impressions, geo, and device available within your DSP; Additional marketplace reporting by publisher and station, format/genre and geo is available by contacting