NPR Goes With Triton for Podcast Advertising - Radio World

NPR Goes With Triton for Podcast Advertising

Triton Digital has snagged a notable media brand as a user of its new Tap Podcast system.
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Triton Digital has snagged a notable media brand as a user of its new Tap Podcast system.

The supplier says Public Radio chose Tap Podcast to help with the distribution and monetization of its podcasts. Tap Podcast is a customized version of the company’s Triton Advertising Platform for podcast publishers; it was released in January.

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Triton notes that podcasting has been on the rise in recent years, leading for new revenue opportunities. According to the 2015 Infinite Dial Study, a survey from Edison Research and Triton, monthly audio podcast consumption grew from 39 million users in 2014 to 46 million in 2015.

NPR’s slate of podcasts includes “Fresh Air,” “TED Radio Hour,” “Hidden Brain” and “Invisibilia”; podcasts delve into areas of science, music, pop culture, comedy and news.

Tap Podcast stitches pre-roll, mid-roll and post-roll audio ads into podcast episodes or audio files, targeting multiple podcasts at once or multiple campaigns within one podcast. It also can provide analytics and forecasting tools. The platform is integrated with Triton’s content delivery network.

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Triton Realigns

Last fall, the company combined Triton’s digital product suite with Excelsior’s Dial Global and MJI Interactive divisions to create a network radio and digital media advertising platform.