• by Erik Sass  @eriksass1, August 3, 2010

  The pace of deal-making activity in the online radio marketplace shows no sign of letting up. This week brought the announcement of a new partnership from Triton Digital Media and Slacker Radio, a leading digital audio service with online and mobile platforms reaching over 15 million registered users through both free and paid premium accounts.

The deal gives Triton access to ad inventory in Slacker's online and mobile programming, and provides Slacker's ad sales rep with access to digital and traditional agencies. Triton will also measure Slacker's audience and provide automated insertion of interactive advertising in Slacker programming.

Audience measurement and targeted ad delivery will both be handled by Triton's Ando Media Group through its Webcast Metrics division.

The Slacker partnership is the latest in a series of moves by Triton to expand its inventory offerings and audience footprint for online advertisers.

In June, Triton Digital created a Free App Store to allow media companies (including Triton's core market of radio broadcasters) to offer consumers more content via the Internet and smartphones. At launch, the selection of free apps available at the Triton Free App Store includes apps created by Live Intent, TinBu and Airgame Entertainment.

In March, Triton Media and Jelli began syndicating two "crowd-sourced" broadcast radio programs using Jelli's interactive social-media platform.

Last September, Triton acquired Ando Media, which specializes in online radio measurement and advertising management. A month earlier, in August 2009, Triton acquired Enticent, a loyalty marketer, and merged it with an existing Triton division, Mass2One Media, to form a new unit called Triton Loyalty. In November 2007, Triton acquired Excelsior Radio Networks and its two subsidiaries, Dial Global and MJI Interactive.