xaxis

Inside Radio: Automated ad buying could drive up demand and CPMs for Net radio

Monday, March 18, 2013 - 12:20pm

In January we reported Triton Digital announced its a2x "programmatic buying" solution for streaming audio ads (here), and the launch of Xaxis Radio -- a "digital trading desk" -- on the agency side (here).

Today Inside Radio predicts automated auction buying to grow and help generate revenue for online radio.

"As more shops and broadcasters take a seat at the exchange, multiple buyers would bid against each other for the same audience impressions, driving up demand and tapping into digital budgets. The goal for broadcasters is to extract higher costs per thousands (CPMs)," reads the Inside Radio coverage.

Earlier this month, CBS Radio became the first major service to sign on to Triton Digital's a2x service (press release here).

"It's opening up the door to whole new budgets that we haven't touched before," says CBS Local Digital Media president Ezra Kucharz. "There are certain advertisers that are only going to buy this way in the future."

Inside Radio points to automated buying first in paid search advertising, then in digital display, as the trend.

"Now that executives who rose through the ranks from digital are in charge of planning and buying all media at Universal McCann, Starcom USA and Zenith," watch for automated buying to increase.

There's more on a2x from Triton Digital here.

Xaxis Radio "programmatic buying" for Net radio built on Triton Digital's new a2X tech

Wednesday, January 23, 2013 - 12:50pm

A firm named Xaxis, partnered with Triton Digital, is launching Xaxis Radio, calling it Internet radio's "first programmatic audience buying product." (Programmatic audience buying allows marketers to buy ad inventory -- in this case, for Internet radio -- via real-time-bidding.)

Xaxis Radio, along with the company's Data Management Platform (DMP), integrates online and mobile radio within overall digital media campaigns.

Triton Digital last week (in RAIN here) announced the launch of its a2x, the Net radio-focused programmatic ad buying technology. Xaxis Radio not only uses the a2x technology, but Xaxis customers will get access to Triton's global impressions inventory.

Read the press release here and more in AdWeek here.

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