It has been a year of deal-making, partnerships and alliances for Triton Digital, which E.W. Scripps bought for $150 million a year ago. The latest is with Wedel Software, an international provider of broadcast software, which has integrated its MediaSales Traffic solution with Triton’s online Audio Ad Server. The move streamlines ad operations for users of the Triton Ad Platform and Wedel Software’s MediaSales Traffic solution, enabling them to simultaneously enter campaigns for multiple advertising mediums including digital audio like podcasts, traditional radio, display, search, and more into one system at the same time. The companies say the integration also significantly improves reporting processes and eliminates the risk of human error by automating the consolidation of campaign results like impressions or GRPs.
“We are excited to partner with Triton Digital to provide our users with a streamlined workflow for the trafficking of audio ads,” said Wedel CEO Raoul Wedel in the announcement. “The combination of our solutions will undoubtedly provide our clients with an increasingly powerful, user-friendly, and simplified ad management solution.”
Amsterdam-based Wedel Software operates in the radio, television, and cable industries around the world. There are more than 1,200 media companies around the world using its software tools. “We are pleased to integrate our online Audio Ad Server with their trafficking solution to provide their clients with the ability to transact audio in a more streamlined and efficient manner,” added Benjamin Masse, Managing Director of Market Development and Strategy at Triton Digital.
Since Scripps took control last December, Triton has announced a series of partnerships and alliances with media vendors and service providers to weave itself into the fabric of digital delivery. Scripps did spin-off the Audience Management Platform (AMP) business to Frankly Media for $3 million in a move executives said was designed to allow Triton to focus on infrastructure and measurement.
Scripps has also shown it’s willing to spend to grow Triton’s business. It purchased the Australia-based podcast software company Omny Studio in June for $8.5 million. Omny has now been absorbed into Triton’s operations and its billings are not broken out separately. “We continue to benefit from the move of terrestrial radio companies onto digital platforms,” said National Media Senior VP Laura Tomlin on a recent conference call with analysts. “And now Triton is able to offer these companies an end-to-end podcasting solution as well. It’s a natural extension of our current services and Triton is now also powering Stitcher’s technology platform.” Scripps reported Triton Digital revenue totaled $10 million during third quarter 2019.