Triton Digital is expanding its partnership with podcast publisher Audioboom. It will implement Triton’s Sounder solution across its show catalog in a move to present a stronger brand safety story to marketers. Under the arrangement, advertisers looking to target Audioboom’s content will now be able to leverage Sounder’s advanced contextual targeting capabilities and brand suitability tools. That includes brands buying ads on Audioboom’s Showcase programmatic podcast advertising marketplace.
Stuart Last, CEO of Audioboom, says in the joint announcement that implementing the Sounder solution marks another transformative moment in their partnership with Triton.
“Having worked with Triton Digital for years on podcast measurement and recently fully moving to TAP (total audience plan), we’re excited to enhance our advertising capabilities through the use of Sounder,” he says. “This integration not only strengthens our position as a leader in podcast monetization but also empowers us to increase monetization for content creators and to provide better value to advertising partners through more intelligent content understanding and ad placement capabilities.”
Sounder allows marketers to ensure their ads are placed alongside the most relevant content to maximize campaign effectiveness across Audioboom’s audio content. Sounder’s brand suitability measures can also help provide peace of mind for advertisers who are worried about whether their commercials will end up in risqué content.
Audioboom has already been working with Triton for years, relying on its data to measure podcast audience sizes in the U.S., Latin America and Australia. The companies say their expanded deal and the integration of Sounder’s technology allow for a more sophisticated, data-driven advertising experience that will not only be helpful to advertisers, but also help content creators earn more money.
“This expansion of our partnership with Audioboom demonstrates our ongoing commitment to advancing podcast advertising technology,” said Sharon Taylor, Executive VP of Podcast and Content Delivery at Triton Digital. “The integration of Sounder’s capabilities with Audioboom’s extensive podcast network creates new opportunities for publishers and advertisers to connect with audiences more effectively while maintaining the highest standards of brand suitability.”
Audioboom was among the top sales networks in Triton Digital’s U.S. Podcast Report for 2024 with 13.2 million average weekly downloads, with top shows including The Broski Report with Brittany Broski, The Tim Dillon Show, Smosh Reads Reddit Stories, The Bulwark and Cancelled with Tana Mongeau & Brooke Schofield in its network.