The new data management platform can track and target audiences across devices and players. Triton will combine its ability to profile listeners with eXelate’s cross-platform data cloud infrastructure and insights on consumers’ online purchase intent, household demographics, and behavioral propensities.
EXelate CEO Mark Zagorski says the audio-focused data management platform will enable ad buyers and marketers to make smarter programmatic audio ad buys and execute cross-device and multichannel campaigns that include mobile, audio, video and display.
“Digital audio has become an important piece of the digital advertising mix, particularly as more and more consumer attention is captured in a mobile context,” says Triton Digital COO Mike Agovino. Until now audio has not been available as part of a multichannel programmatic buy, he added.