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Wednesday iHeartMedia subsidiary Triton Digital launched a new version of its ad server platform, Tap, in an effort to make ad monetization and managing less laborious for publishers.
Top line
The goal here was to make the interface “super quick,” according to Triton Digital chief product officer Benjamin Masse. Triton found in an internal focus group publishers were looking for efficient ways to manage ads without pesky clicks and the ability to make changes to campaigns in bulk. “The goal was to get it—Tap’s interface—to seconds or basically less than a minute,” Masse told Adweek when talking about the platform’s promptness.
Part of the update includes strengthening Tap’s campaign targeting, like precise geotargeting and grouping publisher podcast content into a single campaign for publishers. Beyond that, its updated creative management capabilities can let users add multiple creatives to a single flight and apply different ad targeting rules to different creatives, by way of Frequency, a creative management platform Triton partnered with in 2019.
Between the lines
With the audio industry booming, Triton is aiming to pick up the pace. The company has no plans of bumping up the price of CPMs, according to Masse, and hopes to generate revenue by getting more publishers to hop on its ad stack. Currently, the audio company works with 1,800 publishers across 80 countries and plans to touch publishers in 10 more countries in the next year, Masse told Adweek.
Chances of attracting more users to Tap are looking broad for Triton. More than 50% of advertisers said they planned to increase their podcast ad budgets this year, with 46% saying their budgets will remain, per Intelligence Insider.
Bottom line
Triton is also planning to roll out a supply-side platform component to Tap in the next three to six months, according to Masse. Masse also told Adweek the company’s aiming to reach markets that are emerging in the audio space such as Nigeria and Kenya.
According to analytics company Demand Sage, there are currently more than 380 million podcast listeners as of June and the number is expected to spike to 424 million by the end of 2022.
