Triton Digital has partnered with Australian commercial audio entertainment business Nova Entertainment to implement Triton’s Sounder monetization solution across Nova’s audio portfolio. The collaboration will introduce Sounder’s contextual targeting, brand suitability and podcast promotional tools to Nova’s audio advertising operations. Triton said these features will provide Nova with enhanced control over its advertising ecosystem.
Richard Palmer, vice president of market development and strategy for APAC at Triton Digital, emphasized the significance of the partnership. “Our partnership with Nova Entertainment exemplifies our commitment to providing publisher-led end-to-end solutions that drive innovation in the audio industry,” Palmer said. “By combining Triton’s technology with Nova’s market leadership, we’re creating an ecosystem where publishers have full control over their advertising chain, from contextual targeting to brand safety and beyond.”
Unparalleled targeting
The partnership also reinforces Triton Digital’s presence in the Australian market, following the launch of Demos+ in 2023, which provides advertisers with advanced audience segmentation capabilities.
Tim Armstrong, director of digital capability and data at Nova Entertainment, highlighted the benefits of the Sounder integration. “Integrating the Sounder solution into our offering further demonstrates how we’re building class-leading commercial products for our customers,” Armstrong said. “This technology not only allows us to offer unparalleled targeting and brand safety to our advertisers but also enhances our ability to promote and monetize our diverse audio content effectively. It’s a game-changer that puts the power back in the hands of creators and publishers.”
Triton Digital acquired Sounder in March 2024, bringing Sounder’s brand suitability solutions and AI-powered podcast tools into its existing audio streaming and podcasting technology. Triton said the acquisition aims to create a more seamless, data-driven advertising experience for brands, agencies, publishers and podcasters such as Nova Entertainment.
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