NPR taps Triton for podcast ad platform

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NPR will begin using a podcast advertising platform provided by Triton Digital, the audio technology and advertising company announced Monday.

The platform, known as Tap Podcast, will allow NPR to “dynamically stitch pre-roll, mid-roll, and post-roll audio ads directly into podcast episodes or audio files,” according to a press release. It also offers ad targeting in order to “better control the reach and efficacy of inserted ads.” Tap Podcast launched in early January.

“As NPR’s podcasting audience and offering continues to grow, providing underwriters highly reliable sponsorship capabilities and delivery is essential. After extensive due diligence, we selected Triton Digital’s Tap Podcast to help us achieve this goal,” said Zach Brand, NPR’s v.p. of digital media.

NPR had previously used LimelightADS to insert sponsorship and both Limelight and Akamai to distribute podcast files, Bryan Moffett, g.m. of National Public Media, told Current in an email.

“We had been using LimelightADS for many years, but they recently decided to move away from audio ad insertion,” he said. “We worked with several vendors before Triton approached us with an offer to help them be an alpha partner on a new dynamic ad insertion tool, which was the best fit for our feature needs and scale.”

In 2012, NPR Digital Services teamed with Triton to provide digital measurement services to member stations.

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