Triton Digital, the global technology and services leader in the digital audio, podcast, and broadcast radio industries, announced its partnership with NOVA Entertainment, Australia’s leading independent audio entertainment business, to implement Triton’s Sounder solution across NOVA’s audio portfolio, marking a significant step forward in publisher-led audio advertising in Australia.
The partnership will introduce Sounder’s advanced contextual targeting capabilities, brand suitability, and cutting-edge podcast promotional tools, giving NOVA Entertainment unprecedented control over its audio advertising ecosystem through an end-to-end solution. Key features include:
- Best-in-Class Contextual Targeting: Sounder’s advanced contextual targeting ensures ads are placed alongside the most relevant content, maximizing campaign effectiveness across NOVA’s audio properties.
- Premium Brand Placement: Sounder’s robust brand suitability measures provide peace of mind for advertisers engaging with NOVA’s diverse audience.
- AI-Powered Promotional Tools: Innovative podcast promotion tools will enhance discovery and engagement, driving listenership and monetization opportunities for NOVA’s growing podcast portfolio.
“Our partnership with NOVA Entertainment exemplifies our commitment to providing publisher-led end-to-end solutions that drive innovation in the audio industry,” said Richard Palmer, VP of Market Development and Strategy for APAC at Triton Digital. “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.”
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Through this partnership, Triton Digital continues to solidify its presence in the Australian market. This news builds on the momentum from the launch of Demos+ in Australia last year which provides advertisers with advanced audience segmentation capabilities, driving more targeted and effective campaigns across the region. Furthermore, Triton Digital releases a monthly Australian Podcast Ranker offering unparalleled insights on the digital audio landscape, helping publishers and advertisers make informed decisions.
“Integrating the Sounder solution into our offering is further demonstration of how we’re building class-leading commercial products for our customers,” said Tim Armstrong, Director of Digital Capability and Data at NOVA Entertainment. “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 to bring Sounder’s brand suitability solutions and AI-powered podcast understanding to Triton Digital’s existing audio streaming and podcasting technology. The acquisition has enabled a more seamless, data-driven advertising experience for brands, agencies, publishers, and podcasters such as NOVA Entertainment.
SOURCE: BusinessWire