Tech

Nielsen Integrates Triton Digital’s Podcast Metrics Data Into Cross-Media Planning Tool

Published on April 28, 2026

Nielsen has announced a collaboration with global audio technology and services company Triton Digital to integrate Triton’s Podcast Metrics Demos+ data into Nielsen Media Impact (NMI), the company’s cross-media planning tool.

The integration gives advertisers access to audience demographic insights across every show, network, and subnetwork included in Triton’s podcast download data.

Through the partnership, NMI users can access audience data for individual podcast shows as well as programmatic campaigns spanning long-tail podcast inventory. The integration is designed to allow advertisers to compare podcast reach and targeting against other media channels within a single planning environment.

“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 of Nielsen Audio, in a press release.

“Triton has built the industry’s most complete podcast measurement offerings, with the scale, granularity, and utility the market increasingly demands,” said John Rosso, CEO of Triton Digital. “Together with Nielsen, we’re unlocking the value and capabilities podcasts deliver in a modern media plan.”

Nielsen will also serve as the primary U.S. sales representative for Triton Digital’s podcast measurement offerings, expanding distribution through Nielsen’s existing relationships with publishers, agencies, and advertisers.

Triton Digital operates in more than 80 countries and provides measurement and technology infrastructure to the digital audio, podcast, and broadcast radio industries. Its Podcast Metrics service is among the first IAB-certified podcast measurement offerings in the industry.

The Nielsen partnership follows a separate Triton arrangement announced this month, in which NBC Sports adopted a suite of Triton products, including Omny Studio for podcast hosting, the Triton Ad Platform for monetization, Podcast Metrics for IAB-certified analytics, and Demos+ for audience demographic data.