Triton Digital Partners With Edison Research To Deliver Podcast Measurement Technology
March 2, 2015 at 5:57 AM (PT)
TRITON DIGITAL has partnered with EDISON RESEARCH to deliver Webcast Metrics On Demand (WCMOD), a podcast audience measurement solution. Working together, the companies are combining their technology, relationships and market experience to offer a measurement product to help publishers scale their sales effort and better monetize podcast content. TRITON and EDISON also partner on the annual Infinite Dial study.
“Without standardized and credible third-party audience measurement it has been extremely difficult for podcast publishers to gain acceptance from brand advertisers. TRITON and EDISON are solving this challenge and enabling publishers to credibly present their audience and monetize across multiple sales channels,” said WEBCAST METRICS GM/Chief Compliance Officer ROB FAVRE. “The U.S. market for audio podcasts is roughly $100 million today but with Webcast Metrics On Demand, developed together with EDISON RESEARCH, podcast inventory gains the credibility to transact broadly and build greater market value for both publishers and advertisers.”
“TRITON is a great technology partner to help deliver this solution given their outstanding Webcast Metrics measurement products and broad agency adoption,” said EDISON VP TOM WEBSTER. “Their credibility, along with EDISON’s expertise in measuring audiences, makes us a powerful combination delivering the podcast industry’s first comprehensive ratings and audience information service.”
WCMOD is expected to be released later this year.