Online audio distribution platform SoundCloud is looking to make significant strides into the advertising and content monetisation. It has expanded its partnership with, digital audio technology and advertising company, Triton Digital to monetise its digital audio advertising inventory in the US.
SoundCloud will use Triton’s a2x exchange, which ‘enables programmatic buying of targeted online and mobile audio ad inventory’. SoundCloud had already been utilising programmatic in Australia and Canada, as a result of the pair’s already existing partnership. Triton also offers similar services to the likes of Pandora, Spotify and iHeartRadio.
“We are pleased to expand our support of SoundCloud’s global advertising strategy by adding its US audience to the exchange,” said John Rosso, president of market development at Triton Digital.
“The 2016 Infinite Dial Study by Edison Research found that more than 155m Americans aged 12+ listen to digital audio in a given month. With its impressive reach and ability to target messages on the listener level, audio is quickly becoming an essential component of advertising strategies both in the US and beyond as it is an incredibly powerful and meaningful way to connect with listeners.”
Peter Diamond, head of brand partnerships at SoundCloud North America, added: “Audio is a fast-growing area of programmatic advertising, and we’re excited to expand our partnership with Triton to add our premium audio inventory to the U.S. market.”