Triton Digital expands programmatic ad buying to broadcast radio

Partnership with Basis Technologies now includes all forms of audio ads

Digital audio technology and advertising company Triton is expanding its partnership with ad delivery provider Basis Technologies to include broadcast radio ads for the first time, the company has announced. 

Basis Technologies is a delivery service provider for Triton which allows brands to purchase different forms of audio across its programmatic Audio Marketplace, which was previously limited to podcasts and streaming.

With the extended partnerships, brands can now also purchase programmatic ads across broadcast radio for the first time, including radio inventory from iHeartMedia and additional broadcast partners represented by Katz Media to be added later on. 

“Brands and agencies want direct access to guaranteed audio inventory at scale, with the control, speed, and flexibility required to meet fast-paced deadlines,” said Basis Technologies product vice president Ian Trider. “The Triton Audio Marketplace’s supply of high quality digital and now, broadcast audio content that engages loyal listeners, combines neatly with programmatic advertising technology to reach people with the right message, at the right time, across devices.”

“As the first open audio marketplace to bring together broadcast radio, podcast and streaming audiences at unprecedented scale, we continue to remove the barriers to cross-platform audio advertising,” said Triton Digital architecture and partnerships vice president Jean-Luc Wasmer. “The addition of Basis Technologies further signifies our commitment to delivering audio ad buys at a global scale through open auction and programmatic direct deals in a single, easy to navigate marketplace.”

Triton’s global advertising marketplace launched in 2022 and offers a range of audio inventory including more than 700 hit podcast titles from the iHeartPodcast Network which is the number one podcast publisher in Australia and other audio platforms such as Voxnest and Spreaker. 

At the 2023 Podcast Show, Triton senior vice president Sharon Taylor spoke to PodPod about future podcast advertising trends including the growth of programmatic advertising having seen a strong rebound in programmatic exchanges within Triton at the time. 

“I think we're gonna see a big push of… people moving more towards dynamic ad insertion, realising that a host-read ad can be dynamically inserted and still feel really authentic and really good,” said Taylor. “And inevitably a greater push into programmatic as we attract new buyers and they want the scale that they're looking for.”