Adforce.com Partners With Triton Digital To Bring Premium Online Audio Ad Exchange To Euro Markets

Dublin-based digital ad network Adforce.com on Thursday announced a partnership with Triton Digital, a tech provider for the audio industry, to bring its 2ax exchange, a premium online audio advertising exchange, to key European markets.

The partnership will enable advertisers and agencies to buy digital audio advertising programmatically and scale their campaigns across large European publishers through a single exchange. The a2x exchange will run in Belgium, Denmark, Finland, Greece, Iceland, Ireland, Italy, Norway, Portugal, Sweden and Switzerland.

The deal brings "the ability to target and retarget listeners based on behavior, genre, device, geographic location and demographics," stated Colm Grealy, CEO at Adforce.com.

"As the worldwide demand for online audio ad impressions grows, Triton is connecting with best-in-class advertising sales partners with the goal of meeting that demand at a local and regional level. It’s critical that we pick the right partner to best serve the needs of both advertisers and publishers in each market. AdForce is just such a partner, and we will work closely with them to evolve the audio market in many European countries," John Rosso, President of Market Development, Triton Digital, said in an email.

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This deal marks the latest in a spate of announcements by Triton. Others, reported by Real-Time Daily, were a podcast tool with NPR, and a deal to serve programmatic audio in Latin America.

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