Nielsen will integrate Triton Digital’s Podcast Metrics Demos+ into the Nielsen Media Impact cross-media planning tool.
The companies want to enhance “the visibility, accessibility and utility of podcast data.”
They said their data integration will enhance how ad planners manage and compare podcasts with digital, linear and emerging media channels in a unified framework; they believe it will provide better insights into podcast audiences to help optimize media mix strategies.
The announcement was made by Rich Tunkel, managing director of Nielsen Audio, and John Rosso, CEO of Triton Digital.
They said the integration also strengthens how podcast publishers and sales networks are represented in the planning ecosystem, so that advertisers and agencies can “plan against a wider representation of shows, networks and sub-networks powered across the Triton platform.”
Nielsen also will serve as the primary sales rep for Triton Digital’s podcast measurement offerings in the United States.
