Triton Digital

Triton Digital provides audio monetisation technology alongside measurement, publishing Podcast Metrics, Webcast Metrics and the streaming and podcast Rankers the industry uses as reference points. It connects integrated demand-side platforms, participating publishers and ad networks, and has introduced Harmony as its monetisation platform. Omny Studio sits within the group.

Publishing the rankers is the position that distinguishes this company and it is a strange and powerful one. A business that both sells technology to publishers and produces the measurement by which those publishers are ranked occupies a role somewhere between supplier and referee. The industry accepts it because independent measurement is scarce in audio and a shared reference point is more valuable than a perfect one.

Connecting demand-side platforms to publisher inventory is the operational business underneath. Programmatic buying requires a supply side that speaks the same protocols as the buying platforms, and audio arrived at that later than display.

Measurement being sold beside monetisation is coherent, since the same delivery infrastructure that serves an advertisement is what observes whether it was heard, and separating the two would require instrumenting the stream twice.