Nielsen and Triton Digital Collaborate to Bring Greater Visibility to Podcast Audiences in Nielsen’s Media Impact Tool
April 27, 2026
NEW YORK – April 27, 2026 – Nielsen today announced a new collaboration with Triton Digital® to integrate Triton Digital’s Podcast Metrics Demos+ into Nielsen’s cross-media planning tool, Nielsen Media Impact (NMI). Through this data integration, Nielsen and Triton Digital are providing enhanced visibility, accessibility and utility of podcast data to the industry. The enhancement equips advertisers with more holistic, data-driven insights and reinforces podcasting’s position as a critical element within the cross-media planning landscape.
Triton Digital's Podcast Metrics Demos+ data
within NMI provides users with comprehensive, representative insights for every
podcast show, network and subnetwork included in Triton's underlying podcast
download data, thereby strengthening how podcast publishers and sales networks
are represented in the planning ecosystem. This empowers advertisers to more
effectively plan campaigns, whether it be targeting a specific individual show or executing a full programmatic campaign across a vast array of long-tail podcasts.
Advertisers will unlock deeper, more actionable insights into podcast audiences
to better understand behavior, optimize media mix strategies and more
effectively compare podcast reach and targeting against other channels.
“Our collaboration with Triton Digital makes
it easier for advertisers to evaluate and plan podcasts alongside, and with the
same level of precision, comparability and confidence as other media channels,
delivering a critical need,” said Rich Tunkel, Managing Director, Nielsen
Audio.
“Podcasting
delivers a unique combination of scale, intimacy, and attention that few other
channels can match,” said John Rosso, CEO, Triton Digital. “Triton has built
the industry’s most complete podcast measurement offerings, with the scale,
granularity, and utility the market increasingly demands. Together with
Nielsen, we’re unlocking the value and capabilities podcasts deliver in a
modern media plan.”
Triton Digital® is the global technology and
services leader to the digital audio, podcast, and broadcast radio industries.
Nielsen will serve as the primary sales representative for Triton Digital’s
podcast measurement offerings in the U.S., expanding access to Triton’s
measurement solutions through Nielsen’s established publisher, agency, and
advertiser relationships.
About Nielsen
Nielsen is a
global leader in audience measurement, data, and media intelligence. Through
our understanding of people and their behaviors across all channels and
platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences – now and into the
future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).
About Triton Digital
Triton Digital® is the global technology and services leader to the digital audio, podcast, and broadcast radio industries. Operating in more than 80 countries, Triton provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize revenue, and streamline their day-to-day operations. In addition, Triton powers the global online audio industry with Webcast Metrics®, the leading streaming audio measurement service, and Podcast Metrics, one of the first IAB-certified podcast measurement services in the industry. With unparalleled integrity, excellence, teamwork, and accountability, Triton remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global audio industry. For more information, visit www.TritonDigital.com.
Press Contacts
Nielsen Triton
Lauren Pabst, lauren.pabst@nielsen.com triton@kcsa.com
Emily Scoble, emily.scoble@nielsen.com
