Triton Digital is bringing two of its sister divisions closer together with the announcement that its hosting platform Spreaker has integrated its AI-powered audio intelligence platform Sounder into its podcast platform tailored for independent creators. The move means advertising buyers can leverage contextual targeting to reach target audiences beyond content categories directly on Spreaker.
The alliance will allow advertisers to unlock untapped inventory and significantly increase the revenue potential for the more than 260,000 podcasts hosted by Spreaker. Buyers will be able to leverage the integration with direct-sold or programmatic campaigns using pre-bid buying via the Triton Digital Audio Marketplace. Meanwhile, podcast creators on Spreaker benefit from more revenue-generating opportunities.
Through Sounder’s integration with Spreaker, all English-language content is now analyzed through a brand suitability and contextual targeting environment to ensure buyers are being presented with content that fits their key messages and targeting goals. It will also enable show-level targeting and category targeting. For example, a sports advertiser who was previously limited to targeting podcasts in the sports genre can now target travel podcasts that mention relevant global sporting events that people travel for.
“Our enhanced targeting capabilities allow buyers to target relevant conversations wherever they happen, expanding beyond categories and into genres to increase the amount of inventory available for targeting,” said Sharon Taylor, Executive VP of Podcast and Content Delivery at Triton Digital. “Enabling our partners to do contextual targeting at scale makes buying easier and contributes to an overall better listener experience for audiences,” she said in the announcement.
Spreaker joins a list of partners leveraging Sounder’s AI and brand suitability capabilities. Other partners include DAX US, the digital advertising exchange created and operated by Global, and Australia’s NOVA Entertainment last August.
“Automated brand solutions like Sounder are no longer ‘nice to have,’ they’re a need to have as more podcast content becomes available,” said Brian Conlan, President of DAX US. “Making Sounder available on Spreaker will provide buyers with an increasing amount of brand-suitable inventory.” He said that since Sounder and DAX US partnered in August 2022, it has allowed the DAX US team to seamlessly provide podcast and streaming radio advertisers with the insights they need to make better buying decisions about the content that best aligns with their brand.
The integration of Sounder into Spreaker is the latest move by Triton geared to address brand safety concerns that persist among ad buyers. Triton acquired Sounder in March 2024 to bring brand-suitability solutions and AI-powered podcast understanding to its existing audio streaming and podcasting technology. Since the acquisition, brands, agencies, publishers and podcasters have benefited from a more seamless, data-driven advertising experience. Most recently, Sounder rolled out key product updates, including Promo Hub, which is designed to simplify and automate key aspects of podcast promotion and content creation workflow for publishers of all sizes.
Triton rolled out an upgraded Audio Insights Dashboard experience for Sounder in December, giving users access to new data insights that it says will allow for high-level analysis of content that can be leveraged to enhance brand safety, target specific audiences, and increase monetization opportunities.
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