Triton Integrates With Amazon For Interactive Audio Ads.

Interactive audio ads that enable listeners to request more info and take other actions are now available to more audio publishers and advertisers thanks to a deal between Triton Digital and Amazon Publisher Services (APS). An integration announced Monday enables Amazon Ads’ interactive audio ads on Alexa-enabled devices to appear across shared APS and Triton Digital publishers, promising an engaging advertising experience for listeners and enhanced inventory monetization to publishers.

Interactive audio ads are a creative ad format developed by Amazon Ads that invite customers to request more information via email or push notification (“Alexa, send more info”), set reminders (“Alexa, remind me”), or even add items to their Amazon shopping cart (“Alexa, add to cart”), without leaving the streaming audio content they were consuming.

The Triton Audio Marketplace offers access to more than 100 billion audio impressions per month, allowing marketers and agencies to transact on all forms of audio inventory. This breadth of inventory, paired with Amazon Ads proprietary audience signals offered by Amazon DSP, “helps advertisers build more meaningful connections and publishers drive monetization for their inventory with a cutting-edge solution,” the two companies said in a joint announcement.

“Amazon has had a long-lasting impact in the advertising space, introducing new ad formats and delivery vehicles that have transformed the audio industry,” said Triton Digital President and CEO John Rosso. “We’re delighted that APS has invited Triton Digital technology to provide interactive audio ads to shared publishers and are confident in its enhancement of the listener experience.”

According to a recent study conducted by Amazon Ads and Kantar, audio streamers are 75% more likely to respond to an ad when the ad has a voice-command. Kantar also found that interactive audio ads achieved higher consideration (1.3x) and purchase intent (2.3x) compared to standard audio creatives.

“We're excited for publishers that use Triton Digital and APS to make their quality content more easily available to advertisers using Amazon DSP,” said Steve Rabuchin, VP of Third-Party Supply at Amazon Ads. “We look forward to learning more about how audiences engage with interactive audio ads, which will enable listeners to respond to advertisements without being distracted from the stream.”

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