Buying online radio in local markets is now easier, courtesy of media buying and selling platform Strata. The company has partnered with Triton Digital to include access to the Triton Local Network (TLN) through Strata’s systems.
TLN combines myriad audio inventory from publishers into one network, making at-scale digital audio accessible to agencies and advertisers.
In October, iHeartMedia became Triton’s first broadcast radio client to subscribe to TLN’s individualized measurement at the local level. The service measures streaming audiences using broadcast metrics such as Average Quarter Hour and Cume Ratings. Pureplay services Pandora and Spotify also subscribe to Triton’s market-level data.
“Strata is committed to enabling more efficient transactions of both Internet and over-the-air radio,” Judd Rubin, VP of Strata, said in a release. “Having an automated process like this for buying and planning digital audio will be a critical tool for agencies and publishers moving forward.”
Triton says TLN audiences can be targeted geographically and by demographic, including age and gender. The network can deliver upwards of 10 weekly target rating points in each market.
“Agencies can now plan campaigns, request and receive submissions, send orders and receive electronic invoices from Triton Digital across 278 local markets,” said John Rosso, president of market development at Triton Digital.