Triton Digital and Optable enhance identity tech for audio publishers

Publishers will be able to use Optable's platform to gain insights from user data and fill ad space via Triton's SSP

Digital audio technology and advertising company Triton Digital has partnered with data collaboration platform Optable to help the audio publishing industry by integrating advanced user identification technologies. The collaboration will enable audio publishers to securely manage and deploy first-party identity data, improving audience targeting and inventory monetization.

With the partnership, publishers will be able to use Optable's platform to gain insights from user data and fill ad space through Triton Digital's Supply-Side Platform (SSP). "Integrating Optable's ID Switchboard with Triton's Audio SSP gives iHeartMedia and other audio publishers an easy way to use their first-party data to activate identity solutions like Unified ID 2,00 securely and seamlessly, all in one place," explained Bosko Milekic, chief product officer and co-founder of Optable.

The integration ensures interoperability with multiple identity frameworks, including The Trade Desk’s open-source identity framework Unified ID 2.0, as well as the Epsilon PubLink and Yahoo Connect ID systems.

The collaboration between Triton and Optable has already been successful with iHeartMedia, according to both companies. By implementing Unified ID 2.0, Epsilon PubLink and Yahoo Connect, iHeartMedia has significantly improved the addressability of its audio inventory. This improvement has resulted in a 2,40x increase in ad fill rates and a 26 % increase in average daily spend from advertisers.

"While personalization in audio transforms the listener experience, audio has historically lacked addressability because of the complex process of deploying identity into audio advertising. It requires deep integration with supply-side systems and modern identity management through an accessible interface but not everyone has the resources to do so in a privacy-safe manner," said Triton Digital. "To address this challenge, Triton Digital is enhancing its identity technology integration for the audio industry through its partnership with Optable."