Triton Digital is giving users of its AI-powered audio intelligence platform Sounder access to new data insights that it says will allow for high-level analysis of content which can be leveraged to enhance brand safety, target specific audiences, and increase monetization opportunities.
Triton says the latest update gives publishers a more comprehensive view of the suitability of their content across their network. Previously, publishers could only see show-by-show what content might pose a suitability risk to certain advertisers. With the update, Triton says publishers now can view a snapshot of the percentage of their content classified as “high” or “floor” to proactively identify potential risks and if they choose, opt to drill down into a single suitability category. It says the streamlined approach to brand safety will help publishers more easily navigate advertiser requirements by minimizing the manual processes that often accompany brand safety solutions.
“Brand suitability is increasingly becoming table stakes as brands seek more control over where they reach their audiences. Meanwhile, publishers have more audience insights than ever before but they often face the challenge of trying to decide where to start with those insights,” Triton Executive VP Sharon Taylor says. “With Sounder’s new Overview analysis, publishers have the data they need to showcase the depth and trustworthiness of their content and give advertisers more confidence in their contextual targeting campaigns.”
Triton Digital bought Sounder in March to bring Sounder’s brand suitability solutions and AI-powered podcast understanding into Triton Digital’s existing audio streaming and podcasting technology. It says acquisition has already enabled a more seamless, data-driven advertising experience for brands, agencies, publishers, and podcasters.
Triton is also adding new analysis features to its user dashboard, including “Trending Categories.” It is a feature that provides publishers with a more in-depth view of IAB categories that were present in their catalog, beyond the genre of their catalog, within the past three months. Publishers will also have access to “Trending Named Entities” data, which gives users insight into the people, places, organizations, or products currently being talked about in their inventory and culture as a whole. Together, Triton says both of the new features provide publishers with new data and insights that can serve as a starting point for them to understand their content and effectively package inventory for contextual selling.
Kevin Greenwald, VP and Head of Advertising & Audience Products at Audacy — which uses Sounder — welcomed the additions.
“We’re always looking for more ways to help our clients reach our audiences and align their message with topical and timely podcast content. The new dashboard allows us to quickly and easily identify trends and opportunities for new contextual campaigns,” Greenwald says. “These added features to Sounder allow us to have deeper conversations with advertisers, automate brand safety analysis, and open the door to collaborate with new brands and connect them to our audiences.”
This new dashboard experience follows Triton’s integration of Sounder’s Promo Hub into Triton’s Audio Insights Dashboard in September. It automates key aspects of podcast promotion and content creation workflow for publishers. Triton says it also plans to integrate Promo Hub into Omny Studio and Spreaker to streamline podcast workflows.