Triton Digital is getting ready to launch an online ad exchange for audio ads that will be the first platform to enable automated buying and selling of online audio impressions. a2x is the first audio advertising exchange that enables advertisers to buy targeted online and mobile audio inventory in real-time. The solution provides a system for managing, buying and selling third party advertising campaigns. In addition, a2x facilitates the execution of digital advertising trades between third parties, providing an information database featuring lists of advertising bid and offer values.
To offer targetability, the a2x solution integrates consumer data from partner eXelate which provides data and insight on online purchase intent, household demographics and behavioral propensities that enable digital advertisers to make optimal marketing decisions.
Following this announcement came one from media buying division of worldwide ad agency behemoth WPP, which includes GroupM, that they would be partnering with Triton’s a2x platform to offer a real time audio ad buying technology to ad partners. According to coverage of this announcement in AdWeek, Triton Digital has access to digital audio inventory from publishers like Pandora, Cox Communications, NPR, and Slacker Radio, though not all publishers are yet on board for RTB (real time buying) advertising.”
While banner ad exchanges have been around for a long time, both the launch of an automated real time buying solution for streaming audio ads, and the partnering with a major worldwide ad agency buying group are major announcements that hold the promise of having a significant impact on the online audio marketplace. It will streamline cross platform integration of streaming audio ads which in turn will stimulate spending.