Triton Digital and NOVA Entertainment Forge Partnership to Transform Audio Advertising in Australia

On August 28, 2024, Triton Digital, a global leader in digital audio, podcast, and broadcast radio technology and services, announced a new partnership with NOVA Entertainment, Australia’s premier independent audio entertainment company. This collaboration will see the implementation of Triton’s Sounder solution across NOVA’s audio portfolio, marking a significant advancement in publisher-led audio advertising within Australia.

The partnership will integrate Sounder’s sophisticated contextual targeting features, brand suitability measures, and advanced podcast promotional tools into NOVA’s operations. This will provide NOVA Entertainment with unparalleled control over its audio advertising ecosystem through a comprehensive end-to-end solution. Notable features include:

• Advanced Contextual Targeting: Sounder’s contextual targeting ensures that advertisements are aligned with the most relevant content, enhancing the effectiveness of campaigns across NOVA’s audio assets.
• Enhanced Brand Placement: Sounder’s brand suitability measures ensure advertisers can confidently engage with NOVA’s diverse audience.
• AI-Driven Promotional Tools: Innovative podcast promotion tools will bolster discovery and engagement, leading to increased listenership and monetization opportunities for NOVA’s expanding podcast portfolio.

Richard Palmer, VP of Market Development and Strategy for APAC at Triton Digital, commented, “Our partnership with NOVA Entertainment demonstrates our dedication to delivering publisher-led, end-to-end solutions that foster innovation within the audio sector. By combining Triton’s advanced technology with NOVA’s market leadership, we are establishing an ecosystem where publishers can exercise full control over their advertising chain, from contextual targeting to brand safety and beyond.”

Also Read: Narrative by Kargo Unlocks CTV for Thousands of Brands

This collaboration enhances Triton Digital’s position in the Australian market, following the previous year’s launch of Demos+ in Australia, which offers advertisers advanced audience segmentation capabilities for more targeted and effective campaigns. Additionally, Triton Digital’s monthly Australian Podcast Ranker provides valuable insights into the digital audio landscape, aiding publishers and advertisers in making informed decisions.

Tim Armstrong, Director of Digital Capability and Data at NOVA Entertainment, remarked, “The integration of Sounder into our offerings underscores our commitment to developing leading commercial products for our clients. This technology not only enhances our targeting and brand safety capabilities but also significantly improves our ability to promote and monetize our diverse audio content. It represents a pivotal shift that empowers creators and publishers.”

Triton Digital’s acquisition of Sounder in March 2024 has facilitated the integration of Sounder’s brand suitability solutions and AI-driven podcast insights with Triton’s existing audio streaming and podcasting technologies. This acquisition has enabled a more seamless, data-driven advertising experience for brands, agencies, publishers, and podcasters, including NOVA Entertainment.