Salem Media Group is growing its podcast division by bolstering measurement capabilities and technology. On Thursday, the company announced a deal to expand its partnership with California-based Triton Digital.
According to Podcast News Daily, Salem will have access to Triton’s Podcast Metrics Demos+. The service will provide enhanced metrics, including critical demographic, sociographic, media behavior, and purchase intent data. Since 2012, Salem has depended on Triton for its digital audio strategy.
“We are thrilled to extend our partnership with Triton Digital, which has helped drive a significant increase in digital revenue while delivering our engaging content to our growing audience,” Salem CEO David Santrella said. “We’re looking forward to this next chapter together, gaining increased visibility and a more comprehensive understanding of the behaviors and demographics of our audiences.”
Triton said the data it extracts from users helps them customize their experience and maximize their on-demand options.
“We are proud to provide the technology solutions that enable Salem Media Group to improve the overall listening experience while maximizing inventory monetization and revenue,” said Triton Digital CEO John Rosso.
Salem also uses Triton’s Omny Studio podcast management platform.
“The fact that Salem Media Group has been a customer for over a decade is testament to our constant focus on delivering innovative solutions that advance streaming audio and podcast strategies while delivering unparalleled customer support,” Rosso added.
