Strata and Triton Digital are partnering on an automated advertising buying and selling system.
The partnership integrates both broadcast and digital audio inventory.
Media buying and selling software company Strata will include access to Triton Digital’s inventory into the Strata automated buying system, making at-scale digital audio accessible to agencies and advertisers.
Triton says its local network delivers 51M unique listeners across 278 markets. Using market pop and demographic data, Triton audiences are represented in AQH and Cume ratings.
The move broadens an existing relationship for both companies.
Strata VP Judd Rubin said upping the relationship with Triton is important as Strata widens its work with both audio and video content providers to deliver access to larger audiences and more advertising opportunities. “Having an automated process like this for buying and planning digital audio will be a critical tool for agencies and publishers.”
Making Triton data available in Strata’s order flow management system means that now, agencies can plan campaigns request and receive submissions, send orders and receive electronic invoices from Triton.
RBR+TVBR observation: We’ve been reporting that programmatic buying and selling for advertising is huge. Advertisers and their agencies are already doing it on the video side and they believe it makes radio easier to include in an ad buy too.
