Triton Digital has integrated Datonics’ audience data into the Triton Ad Platform (TAP), giving publishers access to third-party audience segments spanning demographics, automotive, and CPG purchase behavior for more precise ad targeting across digital audio and podcast inventory.

The integration brings Datonics’ audience taxonomy directly into Triton’s advertising technology, making publisher inventory more targetable for buyers and giving advertisers sharper visibility into who their campaigns reach.

“This gives publishers of every size access to the kind of audience data that used to be reserved for the biggest players. That’s a meaningful shift in how digital audio competes for ad dollars,” said Spencer Morris, EVP, Data Operations and Data Products at Triton Digital. “Advertisers now no longer have to guess who they’re reaching. This integration gives them the specificity to plan with real confidence, which translates directly into stronger campaign performance for our publishers.”

Datonics segments are live in 12 countries: the United States, Canada, Mexico, the United Kingdom, Germany, France, Australia, South Korea, Singapore, India, Japan, and Brazil. Triton framed the rollout as extending this level of audience data to markets that previously lacked access to it.

“Audio is a critical part of the holistic omnichannel strategy advertisers should be leveraging, and Triton is a great partner in this space,” said Michael Benedek, President and CEO of Datonics. “Triton Digital is a clear leader in connecting data and technology, and this integration puts our segments directly in front of the publishers and buyers who are smartly leveraging digital audio.”

The deal extends a measurement and targeting push Triton has pursued over the past several months. In September, the company launched Demos+ Demographic Targeting, letting advertisers target podcast shows and episodes by audience demographic, sociographic, media behavior, and purchase-intent profiles inside TAP, available in the United States, Australia, and the Netherlands, with content-level targeting elsewhere handled through Triton’s Sounder platform. That followed an April integration in which Nielsen folded Triton’s Podcast Metrics Demos+ data into its cross-media planning tool and became Triton’s primary U.S. sales representative for podcast measurement, a deal that came after NBC Sports adopted a suite of Triton products including Demos+.

Subscribe to Our Newsletter

Check Out Our Podcast