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SoundCloud Will Use Triton Programmatic in Canada

Triton: “Digital audio as an advertising channel is growing at a rapid pace”

SoundCloud will use Triton Digital’s a2x programmatic audio ad exchange platform to sell ad inventory in Canada.

Triton says this agreement will enable programmatic buyers in Canada to make “targeted, at-scale” buys across the listening audience to the SoundCloud audio platform, which SoundCloud describes as an open system that connects creators and fans and lets creators share content with global audiences.

The announcement was made by John Rosso, president of market development at Triton Digital, and Sonia Flynn, vice president, international, at SoundCloud. This expands an existing relationship between the companies.

Programmatic buying systems continue to make themselves felt across the radio/audio business ecosystem. The a2x system enables programmatic buying of targeted online and mobile audio inventory. It uses an automated, exchange-drive approach to buying and selling ad impressions.

Triton said mobile ad spending in Canada is expected to reach $3 billion next year. “Digital audio as an advertising channel is growing at a rapid pace,” it said in the announcement.