• by Tobi Elkin  @tobielkin, November 29, 2016

Triton Digital, a technology provider for the digital audio industry, and Western Media Group (WMG), a supplier of cross-media solutions in Western Canada, on Tuesday announced a partnership through which WMG will exclusively run Triton’s programmatic audio advertising exchange in Canada.

Triton’s exchange enables programmatic buying of targeted online and mobile audio ad inventory.  The platform’s automated, exchange-driven method of buying and selling ad impressions helps facilitate precise targeting. The partnership is designed to allow advertisers and agencies across Canada to buy digital audio advertising programmatically and scale their campaigns across any number of Canadian and international publishers through a single exchange.

“With the number of streams more than tripling year over year in Canada, digital audio is an unequivocally powerful channel through which to reach and connect with engaged audience in a native fashion," John Rosso, president of market development at Triton Digital, told Real-Time Daily via email. "The arrival of the exchange is a significant step forward as it enables buying across the best streaming audio platforms and Internet radio brands possible through one seamless transaction."

“With listener-level targeting and one-to-one delivery, digital audio is an incredibly powerful complement to other advertising channels that will undoubtedly enhance the advertising landscape as a whole in Canada,” stated David St Laurent, president at Western Media Group.