• by Tyler Loechner  @mp_tyler, August 7, 2015

Acast, a Swedish podcasting app, has joined the a2x audio ad exchange powered by Triton Digital.

The move means advertisers will be able to purchase Acast’s podcast inventory via programmatic for the first time.

Ross Adams, UK country manager at Acast, said in a prepared statement that advertisers can target Acast listeners by using their existing digital data sets. The partnership creates “the ability to finally target by location and scale programmatically, in the podcast market,” Adams asserted.

It’s also a first for a2x, with John Rosso, president of market development at Triton Digital, stating that the partnership brings the “significant new channel” of podcasts “to the programmatic marketplace.”

The partnership brings audio inventory from the film, entertainment, sports, business and finance verticals to a2x’s exchange, per a release. Acast will make its mobile “pre-roll” inventory available for programmatic buying via a2x, though specific details regarding the amount of inventory Acast will place on the exchange were not disclosed.

Triton was acquired by Vector Capital, a tech-focused private equity firm, earlier this year.