Bob_Pittman_Chairman and CEO of iHeartMedia_Interbrand_2018_Global_Brands_Summit_cabecera

iHeartMedia, to acquire Triton Digital

iHeartMedia world leading podcast publisher worldwide and 1st audio company in the USA, today announced it has entered into an agreement with The E.W. Scripps Company to acquire Triton Digital, the global technology and services leader to the digital audio and podcast industry. iHeartMedia will pay $230 million (price subject to certain adjustments).
The consummation of the proposed acquisition is subject to the satisfaction or waiver of customary closing conditions, including regulatory approval.

This acquisition enables iHeartMedia to provide audio content to producers and advertisers with an industry-leading full ad service package for streaming and podcasting, no matter their size, reach or distribution method.

The purchase of Triton Digital is the latest of iHeartMedia’s investments in the audio technology space.
Most recently, in October 2020, iHeartMedia acquired Voxnest, the leading marketplace for podcasts and provider of podcast analytics, enterprise publishing tools, programmatic integration and targeted ad serving. Over the past two and a half years, the company has also acquired Jelli Inc, the pioneering technology that offers marketers a digital-compatible buying platform for broadcast radio that includes programmatic buying, data targeting and creative optimization; Radiojar, the centralized, cloud-based audio playout platform, through iHeartMedia, Inc.’s subsidiary RCS; and Unified, the leading social advertising data intelligence platform and solutions provider.

“Adding Triton Digital and its industry leading services to the iHeartMedia audio ecosystem establishes iHeartMedia as the only company with a total audio advertising technology and data solution,” said Bob Pittman, Chairman and CEO of iHeartMedia, Inc. “iHeart, with our strong leadership position in podcasting, digital radio and broadcast, already provides cutting edge audio management, programmatic and data solutions for the broadcast radio, digital audio and podcasting industries, and this acquisition further strengthens our position as the No. 1 audio company in America and provides unique and critical solutions for the industry and for advertisers.”

Operating in more than 50 countries, Triton Digital is a global Advertising Technology SaaS platform for audio streaming, podcasting and metrics that enables publishers to monetize their audiences by providing a highly respected digital audio measurement and advanced audio-focused infrastructure to maximize the yield of audio inventory. The company’s two lines of business focus on advertising infrastructure and measurement, including a content delivery system that distributes digital audio streams and podcasts to listeners while dynamically inserting ads and measurement business that tracks audience and creates ratings reports.
In addition to measuring audiences for customers, Triton Digital operates the world’s first programmatic marketplace for digital audio programmatic ad-buying and Yield-Op, a world-class Supply Side Platform (SSP) that specializes in Audio and enables programmatic audio advertising.

“We are thrilled to join the iHeartMedia family,” said Neal Schore, CEO of Triton Digital. “We remain deeply committed to providing the world’s broadcasters, podcasters, and online audio publishers with continuously innovated, best-in-class solutions and services for online audio management, advertising, and consumption data, and are well positioned to enhance iHeartMedia’s value proposition to audiences and advertisers.”

Image over the headline.- Bob Pittman (Chairman and CEO of iHeartMedia, Inc. ) at Interbrand 2018 Global Brands Summit.Image by Itsthegirl through Wikimedia Commons. To watch the original image, click here

Related Eastwind Marketing links (English edition):

Programatic spend on audio, currently low in Europe, but advertisers maturing to rise investment in next 18-24 months

Related Eastwind Marketing links (Spanish edition):

Amazon integrará a Wondery, la startup creadora de contenidos en podcast, en Amazon Music


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