Nielsen and Triton Digital Collaborate to Bring Greater Visibility to Podcast Audiences in Nielsen’s Media Impact Tool

Triton Digital’s Podcast Metrics Demos+ Data Integration Enables Comprehensive Insights for All Podcast Shows and Networks Included in Triton’s Podcast Download Data

NEW YORK--(BUSINESS WIRE)--Nielsen today announced a new collaboration with Triton Digital^® to integrate Triton Digital’s Podcast Metrics Demos+ into Nielsen’s cross-media planning tool, Nielsen Media Impact (NMI). Through this data integration, Nielsen and Triton Digital are providing enhanced visibility, accessibility and utility of podcast data to the industry. The enhancement equips advertisers with more holistic, data-driven insights and reinforces podcasting’s position as a critical element within the cross-media planning landscape.

Triton Digital's Podcast Metrics Demos+ data within NMI provides users with comprehensive, representative insights for every podcast show, network and subnetwork included in Triton's underlying podcast download data, thereby strengthening how podcast publishers and sales networks are represented in the planning ecosystem. This empowers advertisers to more effectively plan campaigns, whether it be targeting a specific individual show or executing a full programmatic campaign across a vast array of long-tail podcasts. Advertisers will unlock deeper, more actionable insights into podcast audiences to better understand behavior, optimize media mix strategies and more effectively compare podcast reach and targeting against other channels.

“Our collaboration with Triton Digital makes it easier for advertisers to evaluate and plan podcasts alongside, and with the same level of precision, comparability and confidence as other media channels, delivering a critical need,” said Rich Tunkel, Managing Director, Nielsen Audio.

“Podcasting delivers a unique combination of scale, intimacy, and attention that few other channels can match,” said John Rosso, CEO, Triton Digital. “Triton has built the industry’s most complete podcast measurement offerings, with the scale, granularity, and utility the market increasingly demands. Together with Nielsen, we’re unlocking the value and capabilities podcasts deliver in a modern media plan.”

Triton Digital^® is the global technology and services leader to the digital audio, podcast, and broadcast radio industries. Nielsen will serve as the primary sales representative for Triton Digital’s podcast measurement offerings in the U.S., expanding access to Triton’s measurement solutions through Nielsen’s established publisher, agency, and advertiser relationships.

About Nielsen

Nielsen is a global leader in audience measurement, data, and media intelligence. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences – now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).

About Triton Digital

Triton Digital^® is the global technology and services leader to the digital audio, podcast, and broadcast radio industries. Operating in more than 80 countries, Triton provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize revenue, and streamline their day-to-day operations. In addition, Triton powers the global online audio industry with Webcast Metrics^®, the leading streaming audio measurement service, and Podcast Metrics, one of the first IAB-certified podcast measurement services in the industry. With unparalleled integrity, excellence, teamwork, and accountability, Triton remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global audio industry. For more information, visit www.TritonDigital.com.