Triton Digital, the global technology and services leader in the digital audio, podcast, and broadcast radio industries, announced its partnership with identity management and data collaboration platform, Optable, to enable audio publishers to securely deploy user identity technology and interoperate with leading identity systems and partners. As a result, premium audio publishers will be able to safeguard, administer, control, and govern their first-party identity data.

“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 UID 2.0 securely and seamlessly, all in one place”

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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. To address this challenge, Triton Digital is enhancing its identity technology integration for the audio industry through its partnership with Optable. Publishers will be able to leverage the user insights hosted on Optable, an impartial third party, and fill their advertising inventory via Triton Digital’s 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 UID 2.0 securely and seamlessly, all in one place,” said Bosko Milekic, Chief Product Officer and Co-Founder of Optable. “This collaboration is a practical step forward for audio publishers, helping them securely scale their inventory’s addressability across different demand partners.”

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Triton Digital and Optable first collaborated to enable user identity for iHeart Media, the leading audio company in the United States, through the deployment of The Trade Desk’s Unified ID 2.0 (UID2), a privacy-focused, open-source identity framework. This integration also facilitates the deployment of Epsilon PubLink, Criteo Encrypted Email, Yahoo Connect, and other emerging ID systems. As a result, iHeartMedia has enhanced the addressability of its audio inventory. By utilizing Triton Digital’s SSP and Optable, iHeart Media was able to activate the user identity capability, which helped drive programmatic revenue growth. iHeart was able to fill ads at a 2.4x higher rate and saw a 26% increase in average daily spending from advertisers.

“User identity activation technology is revolutionizing the audio landscape, creating new ways for brands to reach audiences and publishers to enhance the listener experience. Triton Digital has always strived to create new opportunities for our partners through robust data,” said John Rosso, President and CEO of Triton Digital. “This integration further highlights our commitment to expanding and enhancing our ecosystem of solutions as publisher and advertiser needs evolve. The initial results are a positive sign of how this technology can change the landscape and see this as a first step toward additional improvements down the road.”