In this episode of TraderTalk TV, ExchangeWire’s CEO Ciaran O’Kane speaks with Benjamin Masse, managing director, market development and strategy, Triton Digital, about the programmatic audio ecosystem, how the channel is measured, the evolution of programmatic audio, and the launch of Triton’s new audio SSP, Yield-Op.

In this episode you will find out:

– How the MRC defines audio measurement and how Triton Digital’s Webcast Metrics are used as the audio measurement tool of currency in the US
– The different players that make up the programmatic audio ecosystem
– How Triton’s platform is rolling out the MRC standard globally
– How the a2x programmatic marketplace functions between buyers and sellers
– How the IAB’s OpenRTB 2.4 and DAST has helped with audio trading automation
– What the different types of audio publisher look like
– How programmatic audio buying is managed within agencies
– About Triton’s new audio SSP (launching today, 23 June), Yield-Op, how it works, and why it is a necessary addition to the programmatic audio market