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Triton Digital has integrated Sounder’s AI-powered audio intelligence platform into its Spreaker podcast platform, allowing buyers to apply contextual and brand suitability targeting across English-language content on Spreaker.
Spreaker hosts more than 260,000 podcasts. Triton Digital says the integration makes that inventory available for contextual targeting at the show and episode level. For example, a sports advertiser could now target travel podcasts that mention international sporting events.
Sharon Taylor, executive vice president of podcast and content delivery at Triton Digital, said, “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.” She added that this gives buyers more confidence to invest in Spreaker’s content via the Triton Digital Audio Marketplace.
No longer nice to have
Triton Digital says the integration supports direct-sold and programmatic campaigns through pre-bid buying and helps podcast creators unlock new revenue opportunities. Spreaker, which Triton Digital owns, joins other companies already using Sounder’s brand suitability tools, including NOVA Entertainment and DAX US.
Brian Conlan, president of DAX US, said, “Automated brand solutions like Sounder are no longer ‘nice to have;’ they’re a need to have as more podcast content becomes available.”
Triton Digital acquired Sounder in March 2024. Since then, it says buyers and creators have benefited from a more data-driven advertising experience. Recent updates to Sounder include a Promo Hub for automating podcast promotion and enhancements to the Audio Insights Dashboard.
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