Insite | Triton Spreaker Integration Within Sounder

Triton Digital has unveiled a significant upgrade to its Spreaker podcast platform through the integration of Sounder, an AI-powered audio intelligence platform. This development promises to transform how advertisers target audiences by enabling contextual targeting beyond traditional content categories.

Spreaker, which hosts over 260,000 podcasts, now offers advertisers the ability to tap into a previously underutilized inventory, potentially boosting revenue opportunities significantly. With the integration of Sounder, all English content on Spreaker undergoes analysis in a brand suitability and contextual targeting environment. This allows for more precise advertising, aligning buyers with content that matches their key messages and targeting goals.

Sharon Taylor, Executive Vice President of Podcast and Content Delivery at Triton Digital, emphasized the benefits of this advancement. “Our enhanced targeting capabilities allow buyers to target relevant conversations wherever they happen, expanding beyond categories and into genres to increase the amount of inventory available for targeting,” Taylor explained. She further noted that this integration facilitates confident investment through the Triton Digital Audio Marketplace, improving the buying process and enhancing listener experiences.

The integration supports both direct-sold and programmatic campaigns, providing podcast creators on Spreaker with increased opportunities to generate revenue.

Brian Conlan, President of DAX US, highlighted the necessity of such automated brand solutions. “Automated brand solutions like Sounder are no longer ‘nice to have,’ they’re a need to have as more podcast content becomes available,” Conlan stated. Since partnering with Sounder in August 2022, DAX US has enhanced its capability to provide advertisers with valuable insights for making informed content alignment decisions.

This strategic move follows Triton Digital’s acquisition of Sounder in March 2024, aimed at enhancing its existing audio streaming and podcasting technology with advanced brand-suitability solutions and AI-powered podcast understanding.