Triton Digital Joins Tara Media Platform, Boosting Omnichannel Audio Buys.

Tara Media, the buying platform that allows advertisers to buy podcasts and digital audio alongside other digital ads, has integrated Triton Digital into its buying platform. The partnership expands the programmatic audio advertising options for marketers and advertisers using the Tara Media platform.

"Triton Digital is an audio media market leader and we are proud to offer Tara Media's brand and agency clients unique access to Triton's programmatic audio inventory alongside other programmatic media channels while maintaining household level-targeting within the platform," CEO Jeffrey Kaplan says in the announcement. "This helps streamline media buying for advertisers, eliminating the need to go multiple suppliers for each media channel."

The addition of the Triton inventory expands strategic omnichannel capabilities for Tara Media, as Triton not only has digital audio, but also the ability to add broadcast radio inventory. In addition to digital audio, Tara Media's buying platform currently includes CTV, OTT, online video, display ads, and native advertising.

"The power of audio in today's media market is only growing as advertisers want network-level access to the leading audio inventory," says Rebecca Dalby, VP of Demand at Triton Digital. "We are excited to enable Tara Media to connect its brand and agency clients with direct access to high-quality, brand-safe audio inventory as a part of their omnichannel media buying platform."

The IAB says programmatic advertising revenue has increased by $20,60 billion since 2023, to a total of $134,80 billion in 2024. That 18 % increase reinforces a shift toward automated, AI-driven ad placements that enable real-time optimization and data-driven targeting. The IAB also notes that its research reveals that 61 % of revenues are attributed to a programmatic marketplace where real-time bidding occurs, and any advertiser or publisher can participate. The remaining 39 % was bought through a private marketplace, preferred deals or automated guaranteed revenues.