In the latest signal that advertisers want to buy podcast ads, one of the biggest advertising exchanges has taken steps to make sure its users can access on-demand audio ads. Rubicon Project’s digital exchange will now feature inventory from Triton Digital’s marketplace. The move will put digital audio into Rubicon Project alongside other media.

“We are happy to partner with Triton Digital, and to provide our buyers with access to their diverse audio inventory from a wide array of radio broadcasters, podcasters, streaming music services, and more,” said Michael Chevallier, VP of Sales at Rubicon Project. “Triton shares our passion for bolstering the growth of the digital audio and podcast marketplace by making it easy to access and transact supply, and we believe this integration will meaningfully increase buyers’ reach and ability to connect with their target audiences around the world,” he said in the announcement.

The integration will give ad buyers who use the Rubicon Project exchange access to audio supply from online audio services, platforms, networks, radio and TV broadcasters, audio content publishers, and pro audio producers who use Triton’s supply-side platform.

“The integration provides even more opportunities to execute global, targeted, non-skippable, and brand-safe ad buys through open marketplace and private marketplace deals,” said Benjamin Masse, Managing Director of Market Development and Strategy at Triton Digital.