As privacy regulations tighten, first-party data is becoming increasingly valuable for publishers, especially in the audio advertising space. This shift has driven the adoption of advanced technology that balances user privacy with data-driven ad strategies. Recognizing this need, Triton Digital has partnered with Optable to enable audio publishers to leverage their first-party identity data securely while optimizing ad performance.
This collaboration introduces audience segmentation in audio ads, allowing publishers to utilize user insights effectively without compromising privacy. Optable’s identity management and data collaboration platform will host this data, ensuring it remains safeguarded.
“The evolution of user identity activation technology is transforming audio advertising, creating more opportunities for brands to engage audiences while helping publishers enhance the listening experience,” said John Rosso, CEO of Triton Digital. “This integration reinforces our commitment to providing cutting-edge solutions that cater to the evolving needs of both publishers and advertisers.”
Triton Digital and Optable previously worked together to enhance user identity for iHeartMedia, which adopted Unified ID 2.0 (UID2.0)—a privacy-centric identity framework utilizing encrypted email and phone data instead of third-party cookies. This implementation significantly improved audio inventory monetization, increasing ad fill rates by 2.4 times and boosting advertisers’ daily spending by 26%.
With this new partnership, Triton Digital aims to help premium audio publishers administer, control, and monetize their first-party identity data more efficiently. Integrating Optable’s ID Switchboard with Triton’s Audio SSP simplifies the activation of identity solutions like UID2.0, ensuring a seamless and secure process.
“This collaboration empowers audio publishers to scale their ad inventory’s addressability across multiple demand partners while maintaining data privacy,” said Bosko Milekic, Chief Product Officer of Optable.
Unified ID 2.0, already adopted by major players such as SiriusXM Media’s Pandora, Procter & Gamble, NBCUniversal, Paramount, LG, and HP, provides a privacy-conscious approach to audience targeting. The unique encryption process ensures that each identifier changes dynamically, preventing unauthorized profiling.
By integrating innovative identity solutions, Triton Digital and Optable are driving the next phase of programmatic audio advertising, unlocking new revenue streams for publishers while maintaining transparency and compliance in a privacy-first ecosystem.
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