Barrett Media
Author (when available): Garrett Searight
Triton Digital has announced it is expanding its partnership with Audioboom to see that company utilize Triton’s Sounder solution for its podcast network.
Audioboom will integrate Sounder’s contextual targeting and brand suitability tools for its advertising marketplace. And Triton Digital Executive Vice President of Podcast and Content Delivery Sharon Taylor believes the AI-powered Sounder will continue to be a game-changer for the company.
“This expanded partnership signals that the appetite for contextual podcast advertising and the curation of brand-suitable inventory is increasing in the audio space,” said Taylor. “Publishers are rising to the call from advertisers and leveraging AI-powered tools like Sounder to scale those efforts, while also influencing new standards as it helps provide better value to partners.”
The use of Artificial Intelligence, while not new, in the media space continues to be a hot-button topic. From a management and ownership perspective, many view the technology as a tool that helps streamline operations while increasing efficiencies. On the talent side, however, concerns about the potential use of the technology as AI voices continue to grow.
According to Taylor, Triton Digital is more focused on the metrics that AI can deliver and how it can help potential advertisers navigate important aspects like brand suitability.
“AI is going to continue to help streamline and scale different aspects of the podcasting world, including workflow efficiencies and content creation,” Taylor said. “Right now, Triton is focused on the power it can bring to reducing the amount of time it takes to analyze content insights and put that time and energy into content production and distribution. With Sounder, we’re seeing firsthand the value an AI-powered tool can bring to scaling contextual targeting. AI will continue to play a key role in the growth of this industry.”
Brand suitability for advertisers has been a challenge for many in the podcast space. Some data suggests it is the largest barrier to entry for marketers interested in purchasing advertising with the medium. The Sounder solution from Triton Digital not only makes suitability for brands easily identifiable, it also allows contextual targeting and inventory packaged together to help both podcasters and advertisers find the best matches.
And that collaboration between podcaster and marketer, with the use of the artificial intelligence-powered product from Triton Digital, helps both content creators and advertisers reach their desired goals.
“Every brand wants to ensure its values and identity align with the content they’re appearing in or alongside. Podcasts offer advertisers highly targeted opportunities to advertise within content that specific audiences have chosen, creating alignment between brand values and listener interest,” she said. “This is why podcasting has been such a powerful medium for advertisers for so long. As the medium evolves and more brands step into the space, they’re also looking for the same information and guardrails that exist in other mediums they advertise in.
“Sounder is built to enable an advertiser and a publisher to work collaboratively, finding the best episodes across a network of shows and curating content that matches brand goals – whether that’s topics they’d like to avoid or content they’d like to lean into.”
The use of Sounder by Audioboom is an expansion of a partnership that saw Audioboom participate in Triton’s Podcast Reports. According to the U.S. Podcast Report for 2024, Audioboom’s network reported 13.2 million average weekly downloads.
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