Triton Partners With ID5 To Make Digital Audio Ads More Addressable.

Aiming to improve advertising targeting and addressability in the audio space, Triton Digital has partnered with ID5, a provider of audience identity info for the digital advertising market. ID5 gathers hashed email addresses, page URLs, IP addresses, and timestamps from publisher sites. It then pools them together to securely identify users without compromising privacy and data protection.

Using these user signals, Triton is launching a new product called Identity Enrichment that it says will enhance the listener profiles of its clients with more detailed and accurate information.

While there are numerous vendors that measure streaming audio and podcasting, the digital audio industry has yet to coalesce around  a universal currency for the medium to be bought and sold on. The goal of Identity Enrichment is to make audio publishers’ inventory addressable so that advertisers can better engage with their audiences within the channel. 

Benjamin Masse, Chief Product Officer at Triton Digital, says providing access to these listener profiles will enhance the value of the inventory available in the Triton Digital Audio Marketplace, which house billions of audio ad impressions. “We are encouraged by the promising results we have witnessed so far and are excited to be partnering with ID5 to bring this technology to more advertisers.”

ARN, one of Australia’s top broadcast and on-demand audio companies, road-tested  the product in a proof-of-concept phase. Fayad Tohme, Chief Digital and Technology Officer at ARN, says that allowed them to convert 60% of their un-addressable audience to addressable. Tohme sees ARN’s alliance with Triton and ID5 as a pivotal moment in audio advertising. “This collaboration enhances our targeting precision and compliance with privacy regulations, allowing us to create richer listener profiles,” Tohme said in the announcement. “We're excited about the possibilities this brings, making audio an even more compelling avenue for advertisers to connect with their audiences.” 

The hope is that making digital audio more addressable with rich listener profiles will help advertisers build more meaningful connections and reach more audiences. That is expected to make digital audio a more compelling path for advertisers to invest in, putting it on par – or surpassing – other forms of media.

“Audio is an appealing new channel that lacks a unique identifier to effectively monetize publishers’ audiences,” said Catilin Borgmann, ID5’s Chief Commercial Officer.” By leveraging the power of identity, ID5 and Triton are maturing this channel and effectively enabling media owners to maximize revenue opportunities.”

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