Triton Digital has announced a new partnership with identity management and data collaboration platform Optable for user identity technology systems.
With the new partnership, premium audio publishers will be able to safeguard, administer, control, and govern their first-party identity data.
“User identity activation technology is revolutionizing the audio landscape, creating new ways for brands to reach audiences and publishers to enhance the listener experience,” said Triton Digital President and CEO John Rosso. “Triton Digital has always strived to create new opportunities for our partners through robust data. This integration further highlights our commitment to expanding and enhancing our ecosystem of solutions as publisher and advertiser needs evolve. The initial results are a positive sign of how this technology can change the landscape and see this as a first step toward additional improvements down the road.”
“Integrating Optable’s ID Switchboard with Triton’s Audio SSP gives iHeartMedia and other audio publishers an easy way to use their first-party data to activate identity solutions like UID 2.0 securely and seamlessly, all in one place,” added Bosko Milekic, Chief Product Officer and Co-Founder of Optable. “This collaboration is a practical step forward for audio publishers, helping them securely scale their inventory’s addressability across different demand partners.”
The two companies first collaborated to bring user identity privacy framework for iHeartMedia. After the collaboration, iHeart saw a 26% increase in average daily spending from advertisers.
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