Triton Digital has launched an automated ad placement system that it says gives publishers the ability to set rules that specify the minimum number of ad markers and ads per marker for an audio clip, based on the clip duration.
Ad Marker Rules will be available to customers using the Omny Studio Campaign Manager (OCM) or the Triton Advertising Platform (TAP).
“Oftentimes, digital audio publishers do not place enough mid-roll markers before publishing, which has a negative impact on ad revenue,” the company said.
“Triton Digital’s Ad Marker Rules system helps overcome this problem by empowering publishers to create and automate duration-based rules to ensure that the desired amount of ad markers are always placed in radio shows and podcast episodes before publishing. With this system, if a clip meets a pre-set rule, the pre and post-roll ad markers will automatically be added. In instances where ads need to be manually placed, such as mid-roll ad markers, the Ad Marker Rules system will remind publishers to place the recommended mid-roll ad markers based on the length of the clip automatically.”
Managing Director Sharon Taylor said in the announcement that not placing ample mid-roll markers ahead of publishing is a common frustration.
“Since ad markers are critical for determining ad revenue, the new Ad Marker Rules system gives publishers the power to maximize their revenue by automating these ad marker functions, without disrupting existing workflows.”
Ad Marker Rules follows the “settings inheritance hierarchy” used by TAP, so users can apply the same settings to all programs within a network, or override the setting for a single program, directly in the platform.