Triton Digital®, a leading technology provider for the global digital audio industry, today announced the launch of Yield-Op, the first Supply Side Platform (SSP) built from the ground up specifically for online audio. Developed in accordance with the IAB’s OpenRTB protocol, Yield-Op provides a seamless plug-and-play integration delivering greater inventory control for publishers and a frictionless buying experience for advertisers.
Yield-Op is integrated with a number of the industry’s largest audio-optimized DSPs, including The Trade Desk, AppNexus, RTBiQ, AudioTrade and StrikeAd, among others. As an agnostic SSP, Yield-Op allows publishers using any ad server to connect with multiple DSP’s without modifying the systems and technology that they use today.
“Triton remains a valuable partner to our global digital audio strategy,” said Tim Sims, VP of Inventory Partnerships at The Trade Desk. “The integration with Yield-Op provides our buyers with access to even more premium, global inventory to increase their reach and further optimise their buys.”
In addition, Yield-Op enables publishers to manage access, regulate pricing floors, establish ad quality settings in a2x, the leading digital audio marketplace, as well as configure direct deals with specific buyers, brands or sales houses. With an intuitive UI and the ability to optimise yield across every available impression, Yield-OP is now being leveraged by publishers across the globe, including CBS RADIO, PRISA Radio and Talpa Radio. Publishers can leverage Yield-Op to reach audiences across a wide range of listening devices, including mobile phones, smart speakers, wifi-connected devices, in the car, etc.
“At Triton, we remain committed to removing all friction from the buying experience to unleash the true value of programmatic audio advertising. Along with Webcast Metrics®, the industry standard in online audio measurement, Yield-Op is an accretive component of the leading technology stack that is making digital audio easy and efficient to transact,” said Benjamin Masse, Managing Director, Market Development and Strategy at Triton Digital. “By providing increased access to digital audio inventory and further control over how and where it’s served, both publishers and buyers can feel confident in transacting in this channel and in the return it will produce.”