Precisely targeted ad delivery to specific individuals is a Holy Grail for radio broadcasters but it remains elusive due to the one-way nature of broadcasting. But streaming offers a possible opportunity to identify who might be listening and thus select and deliver ads that could be of interest to that listener.
With that mindset, Triton Digital has announced a partnership with Optable, an “identity management and data collaboration platform.”
Triton Digital President and CEO John Rosso said, “User identity activation technology is revolutionizing the audio landscape, creating new ways for brands to reach audiences and publishers to enhance the listener experience.”
Optable Chief Product Officer and Co-Founder Bosko Milekic said, “Integrating Optable’s ID Switchboard with Triton’s Audio SSP [Supply Side Platform, an ad inventory management system] gives iHeartMedia and other audio publishers an easy way to use their first-party data to activate identity solutions like UID 2.0 securely and seamlessly, all in one place… This collaboration is a practical step forward for audio publishers, helping them securely scale their inventory’s addressability across different demand partners.”
There is a case study with much more detailed information, “Optable and Triton Digital Case Study: Driving Revenue Growth for Audio Publishers with UID2 Activation.”
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