IHeartMedia Buys Advert Tech Agency Triton Digital From E.W. Scripps Co. For $230M To Bolster Podcast Biz – .
IHeartMedia announced on Wednesday that it has acquired Triton Digital, a leading ad tech provider in the podcast and audio space, from EW Scripps Company for $ 230 million.
With an explosion of podcasts coming with deals to effectively monetize them, Triton will help producers and advertisers deliver audio content with complete advertising service packages for streaming and podcasting, regardless of size, reach, or distribution method, according to iHeartMedia. In particular, it will be the first and only company in the audio market to provide four audio distribution methods – including on-demand, broadcast, and digitally streaming radio and podcasting – and programmatically serve all audio assets.
The deal follows the acquisition of Voxnest by iHeartMedia, a podcast marketplace and provider of podcast analysis. Jelli Inc. and Radiojar are further offerings in the field of audio tech.
Earlier this month, iHeartMedia launched The Office Deep Dive podcast starring Brian Baumgartner, who played Kevin Malone on the hit series, and a new podcast starring former President Bill Clinton. WarnerMedia Entertainment has also compiled a number of podcasts for HBO Max’s shows, including the comedy thriller series Search Party and Ridley Scott’s science fiction drama Raised by Wolves.
Up-and-coming comedians Alysia Brown, Sarah Aument and Sophie Dinicol created a comedy podcast series with LGBTQ script Tampon Rock for the iHeart Podcast Network and the Canadian audio company Anthem.
Triton’s two businesses focus on advertising infrastructure and metering. A content delivery system distributes digital audio streams and podcasts to listeners while ads are dynamically inserted. A measurement company tracks the audience and creates evaluation reports. Triton Digital also operates a programmatic marketplace for purchasing digital audio.