Triton Digital's Rosso intros new a2x "programmatic buying" platform for audio at Summit

Wednesday, April 10, 2013 - 1:40pm

RAIN Summit West organizers invited two of the industry's thought leaders to address attendees about where they see Internet radio going. Triton Digital Market Development president John Rosso went first on Sunday morning, and used his slot to familiarize the crowd with the concept behind his company's new a2x platform: programmatic audience buying for audio.

The problem Triton Digital's new solution addresses is: 12% of radio consumption now takes place online, but the segment gets just 3% of the ad revenue. Online radio needs to make a better case to digital marketers, who demand higher scale for most services, and digital "capabilities" like ad targeting (by listener, not content), better accountability, and third-party tracking.

The display, video, mobile, and social ad markets have already addressed this with programmatic audience buying: automated, rules-based inventory sales with real-time bidding. CPMs are rising and this year, he said, marketers will spend more than $4 billion in programmatic ad markets. Now, Rosso says, it's a solution for audio.

His company recently created a2x, a programmatic buying trading platform for audio. The new platform addresses the biggest deficits digital marketers see with current online audio campaigns. But it also benefits services with real branding campaigns (not remnant), price controls, and easily co-exists with direct sales efforts.

Look for more RAIN Summit West recaps in RAIN in the coming days.

Triton Digital realigns, expands duties for three execs

Monday, January 7, 2013 - 11:15am

Pointing to a "streaming audio market projected to reach $2 billion by 2015," Triton Digital announced last week its plans to realign its organization -- to "simplify and centralize all publisher and advertiser-related initiatives."

In the new structure, "all agency and advertiser-facing activity will be managed at the enterprise level under the leadership of President of Market Development, John Rosso," according to the company announcement. "All publisher-facing activity will be managed centrally by President of Publisher Development, Dominick Milano. In addition, Patrick Reynolds expands his strategic role as Chief Strategy and Marketing Officer."

Triton Digital provides digital services to traditional and online radio, like its in-stream advertising services Streaming Console and Station Console, and audience measurement service Webcast Metrics.

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