Triton Digital Complies With IAB Specs For Digital Audio Ads
October 30, 2014 at 1:57 PM (PT)
Leading audio technology provicer TRITON DIGITAL announced compliance with the INTERACTIVE ADVERTING BUREAU’s DIGITAL AUDIO AD SERVING TEMPLATE (DAAST) specification. DAAST is the IAB’s first technical solution aimed at addressing the fragmented audio advertising market. TRITON is among the first digital audio technology providers to become DAAST compatible.
According to the IAB, “Without a common interface and guidelines for making use of HTML, marketers have had to develop multiple ads, each designed uniquely for each player it might play in. In this kind of fragmented marketplace, buyers and sellers suffer from a lack of standardization and limited options for connecting audience and advertisers.”
DAAST offers a standard method of tracking for advertisers, enabling a more automated and streamlined approach to digital audio ad serving. As a result, confidence in ad marketplaces and the value of placements within them is increased. DAAST also addresses audio players that cannot typically track ads or identify listeners, helping to better measure and monetize advertising units.
“We participated in a working group with the IAB to develop the DAAST specification and ensure that TRITON’s advertising platform, TAP, is fully capable of supporting DAAST compliant players,” said TRITON DIGITAL SVP/GM Advertising BENJAMIN MASSE. “This is extremely important because it adds liquidity to the marketplace, which will lead to an increase in quality inventory and improved control and effectiveness for advertisers.”
“Adoption of DAAST will help overcome today's challenges within the audio advertising marketplace,” added IAB VP Technology and Ad Operations SCOTT CUNNINGHAM. “With companies on-boarding this new standard, we expect the audio advertising space to take an upward trajectory, just as video advertising did when IAB introduced comparable specifications for video ads.”