Varick Media said it has expanded a partnership with Triton Digital, a provider of tech services for the digital audio industry.
Now, Varick Media will use Triton's programmatic online audio marketplace in Canada, enabling it to buy digital audio advertising programmatically in real time via one marketplace.
Brands can target consumers by age, gender, geography, cookie, mobile ad ID and device in mobile-first, brand safe environments. In addition, Varick said its reporting system will enable brands to optimize their messages and creative on a continual basis.
“Consumers are dynamic, which means media plans should be as well,” stated Gabe Dunlop, Varick’s country manager of Canada. He said the marketplace enables advertisers to buy digital audio programmatically alongside mobile, video, social, native, and display advertising.