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Triton Digital has announced a new version of its advertising platform, Tap. The company says the enhanced version, now available to all clients, provides a more fluid experience throughout the entire lifecycle of audio ad campaigns, from planning to billing. The company adds this should simplify publisher workflows and enable increased revenue opportunities and a better listener experience.
As an API-driven platform, publishers can choose to control everything via an API or the Tap UI, thereby leveraging Tap’s enhanced capabilities in their preferred environment.
Triton says the enhanced version of Tap provides:
- Flexible campaign set-up — a simplified user interface and quick search filters limit the number of clicks required to create a campaign, delivering a more streamlined user experience.
- New creative management capabilities, including the ability to use multiple creatives in a single flight, support for weighted or sequential rotations, and the option to apply targeting rules to specific creatives, build upon the data-driven ad personalization capabilities from partner Frequency’s creative management platform.
- Advanced ad separation — enhanced ad break support provides more granular control of pacing and frequency capping. New ad separation rules — per IAB guidelines — allow for better enforcement between publisher direct sold and programmatic ads. Publishers can define their desired industry separation and override default settings to make more inventory available as needed.
- Expanded ad and campaign targeting — in addition to advanced geotargeting across all countries, users can now group publisher content (podcast, streaming and on-demand) into a single campaign, leveraging all available ad placements (pre-roll, mid-roll, and post-roll), improving inventory management and monetization.
“As Australia’s leading independent audio entertainment destination, we pride ourselves on creating unforgettable experiences loved and shared by our listeners,” said Tim Armstrong, director of digital capability and data at Nova Entertainment. “With Tap, we are able to streamline our audio campaign management to drive operational efficiencies, enabling us to deliver the audio entertainment experiences our customers have come to love and expect.”
“Our unparalleled portfolio of audio advertising technology helps publishers manage and monetize content more efficiently,” said Benjamin Masse, chief product officer with Triton Digital. “Tap provides a fluid experience throughout the audio ad campaign lifecycle to better deliver personalized ad creative that improves not only the listening experience, but an organization’s bottom line.”