Over 12 percent of U.S. audio consumption is going online, and much of this, from Internet radio to on-demand services, is mobile. Logically, the advertising dollars are already starting to follow: $4 billion or more in audio ad spending is expected in the next three years.
In line with the industry trend, audio exchanges are going programmatic. At the Digiday Agency Summit, Triton Digital’s Benjamin Masse discussed a programmatic service capable of efficiently targeting audiences (based on location, behavior, etc.) using post-listen cookie drops to track an ad’s success.
See the full video of his talk below:
Tech Talk with Triton Digital: Audio Surge Leveraging Audio to Boost Campaigns from Digiday on Vimeo.
Image via Shutterstock
More from Digiday
The upfront market is nearly done, as sports acts as both negotiation driver and obstacle
All that’s left for buyers to do is to finalize packages with any traditional media firms that don’t have some digital or streaming element.
Future of TV Briefing: The streaming ad industry finally has levers to pull on quality
This week’s Future of TV Briefing looks at how the IAB’s Redefining Media Types Standard could address the streaming ad market’s call for quality controls.
Albertsons’ new ‘micro sitcom’ is a big deal for retail media
Albertsons Media Collective has launched its first episodic, scripted branded-entertainment campaign in partnership with Procter & Gamble.