Google Marketing Platform

Advertisers and ad agencies using Google’s Display & Video 360 programmatic buying platform will have another entry point to audio content like podcasts and streaming radio. Triton Digital has announced it has integrated its programmatic audio marketplace, branded as a2x as well as its yield-op supply side platform that integrates with demand-side platforms into the Google marketplace.

The result, according to Triton, is that it has created the industry’s largest transparent marketplace allowing audio inventory to be bought and sold at scale around the globe. “Our combined global presence will have a tremendous impact on the audio industry’s growth, enabling publishers to deliver a smooth, high quality listening experience to their audience by leveraging server-side audio ad insertion and native ad placement to provide a high return to their advertising partners,” said Benjamin Masse, Managing Director of Market Development and Strategy at Triton Digital.

In practical terms, the Triton-Google integration will allow ad buyers to create private marketplace deals with a wide range of audio publishers including podcasts, streaming music services, broadcast radio stations and even online gaming to reach audiences using any internet-connected device, whether it’s a mobile phone, desktop computers, TV or smart speaker.

Despite its name, Google Display & Video 360 already enables marketers to manage their reservation, programmatic, and programmatic guaranteed campaigns on audio channels as well as across display, video and TV, all in one place. The Triton Digital additions join a list of dozens of third-party exchanges that are under the Google umbrella. Others include AdsWizz’s AdWave and the Rubicon Project as well as platform-specific exchanges created by Spotify, Pandora, and TuneIn, among others.

In a primer for buyers about how to secure audio inventory, Google tells advertisers to expect “significantly higher” CPM rates for audio than for standard online and mobile ad impressions. “We recommend setting CPM rates for audio with the same strategy you’d use for video inventory,” it advises buyers.