Triton Digital and Optable Partner to Bring Advanced Identity Technology to Premium Audio Publishers

Triton Digital, a global leader in technology and services for the digital audio, podcast, and broadcast radio industries, announced a strategic partnership with Optable, a leading identity management and data collaboration platform. This collaboration aims to empower premium audio publishers with secure tools to deploy user identity technology and seamlessly integrate with leading identity systems and partners.

The partnership addresses a long-standing challenge in the audio advertising space: the limited ability to personalize and target audio content due to complex identity deployment processes. Effective identity integration requires deep technical expertise and secure interfaces—resources that many publishers lack. By teaming up with Optable, Triton Digital is enhancing identity technology capabilities, enabling audio publishers to better safeguard, manage, and govern their first-party data while improving advertising addressability.

“Integrating Optable’s ID Switchboard with Triton’s Audio SSP gives iHeartMedia and other audio publishers an easy way to use their first-party data to activate identity solutions like UID 2.0 securely and seamlessly, all in one place,” said Bosko Milekic, Chief Product Officer and Co-Founder of Optable. “This collaboration is a practical step forward for audio publishers, helping them securely scale their inventory’s addressability across different demand partners.”

Also Read: Dentsu Appoints Beth Ann Kaminkow as CEO, Dentsu North America

The collaboration between Triton Digital and Optable initially focused on enabling user identity capabilities for iHeartMedia, the largest audio company in the United States. Through this initiative, iHeartMedia successfully deployed The Trade Desk’s Unified ID 2.0 (UID2), an open-source, privacy-conscious identity framework. This integration also supports additional identity systems, including Epsilon PubLink, Criteo Encrypted Email, and Yahoo Connect.

By leveraging Triton Digital’s supply-side platform (SSP) and Optable’s identity management solutions, iHeartMedia significantly enhanced the addressability of its audio inventory. The results were notable: iHeartMedia achieved a 2.4x higher ad fill rate and saw a 26% increase in average daily advertiser spending.

“User identity activation technology is revolutionizing the audio landscape, creating new ways for brands to reach audiences and publishers to enhance the listener experience,” said John Rosso, President and CEO of Triton Digital. “Triton Digital has always strived to create new opportunities for our partners through robust data. This integration further highlights our commitment to expanding and enhancing our ecosystem of solutions as publisher and advertiser needs evolve. The initial results are a positive sign of how this technology can change the landscape, and we see this as a first step toward additional improvements down the road.”

This partnership underscores Triton Digital’s ongoing mission to provide cutting-edge solutions that help publishers and advertisers navigate the evolving digital audio landscape while maintaining a focus on privacy and security.