UNLEASHING THE GLOBAL

PROGRAMMATIC AUDIO

MARKETPLACE

Presented by:

Benjamin Masse

Managing Director, Market Development & Strategy

Benjamin.Masse@TritonDigital.com

IAB CONNECT 2016 – DIGITAL REVOLUTION: THE CONNECTED

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ONLINE AUDIO

OPPORTUNITY

The platform to build a striving marketplace

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Audience is Booming

Sources: 1:Webcast Metrics (M-F 6A-7P, Q1’09 thru Feb’15) & 2:Edison Research

Average Active Sessions (AAS) is the average number of streams of one minute or more active within a time period. AAS is calculated by “Total Listening Hours (TLH)

divided by hours in the reported time period.” TLH is defined as the total number of hours that the station/publisher has streamed during sessions with duration of at

least one minute in total within the reported time period.

523%Increase In Total Domestic Average Active

Sessions Over The Past 7 Years

538%Increase In Total Domestic Average Active

Sessions Over The Past 7 Years

718,583

1,072,287

1,177,368

1,457,794

1,529,951

1,796,650

2,042,222

2,461,424

2,746,049

2,854,904

3,020,445

3,902,011

4,154,100

4,307,151 4,216,941

4,552,265 4,584,345

Q1'09 Q4'09 Q1'10 Q4'10 Q1'11 Q4'11 Q1'12 Q4'12 Q1'13 Q4'13 Q1'14 Q4'14 Q1'15 Q2'15 Q3'15 Q4'15 Q1'16

WEBCAST METRICS REPORTS 538% INCREASE IN TOTAL

DOMESTIC LISTENING IN PAST 7 YEARS 1

Increased Time Spent Listening

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Online radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet

Base: Total Population 12+

© 2015 Edison Research & Triton Digital

STREAMING IN-CAR HAS INCREASED 9% YEAR-OVER-YEAR

Digital Audio Benefits

THE BEST OF DIGITAL & BROADCAST RADIO COMBINED

Targeted and measured at

listener level (1st & 3rd party data)

Mood targeting inferred on

content format

Present across a range of

devices and native to mobile

Complemented with visual

material

No ad blocking and fraud-free

100% audience attention

Recall factor: lifts cross channel

campaigns

Skewed towards highly sought

after demos

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IAB DAAST 1.0 & OpenRTB 2.4

DAAST was released Oct ‘14

Similar to VAST, but for Audio. DAAST consolidates all required creative

and define recipe to track delivery

OpenRTB 2.4 was released Mar ‘16

Audio object supported – this will accelerated support from DSPs

Toolbox

AdTrek by Triton Digital: Add digital audio support to any video DSP

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STANDARDS EXIST

Digital Audio Requirements

• Content and stream of quality with reasonable ad payload

• Addressable and traceable audience through “smart

players”

• Inventory at scale (pre- and mid-rolls), webradios,

podcasts

• Automation of processes, including standard compliance

(DAAST, OpenRTB, OpenDirect, TAG)

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Publishers Needs

• Streaming infrastructure that supports live spot replacement and

on-demand stitching

• Digital measurement - from forecasting to affidavits and

attribution

• Smart players supporting cookies, mobile adID, and audience

platform (Audio DMP)

• Yield optimization across demand-sources (Audio SSP),

including support of non-guaranteed (OpenRTB) and

guaranteed (OpenDirect) programmatic deals

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IN TERMS OF TECHNOLOGY:

Advertisers Needs

• Access to supply, whether using DFP, Tap, AdsWizz, WideOrbit, etc.

• Increasing addressable audience using accepted transactional

mechanism (i.e. cookies and DeviceID).

• Proper interoperability with DSPs, DMPs, and attribution vendors.

• Digital measurement (from forecasting to affidavits and attribution)

• Support of non-guaranteed (OpenRTB) and guaranteed

(OpenDirect) programmatic deals

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IN TERMS OF TECHNOLOGY:

The Vision

1. Programmatic audio will become more and more sophisticated:

• Monetizable data segments including lookalike models

• Forecasting across all sources

• Prediction of performance and measurement of attribution

2. The number of platforms/access points will increase

3. Friction will be removed and audio data will circulate across

4. It will be costly for publishers to keep up with technology –

outsourcing will be critical

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TRITON PRODUCTS

OVERVIEW

The Industry Leading Technology for Digital Audio

Tap Overview

Variations

Tap Live: Dynamically inject ads within a live stream to allow the

replacement of ads that run on AM/FM signals

Tap OnDemand: Pre-roll and in-stream ad stitching for online music

services and web radios

Tap Podcast: Pre, mid, and post-roll audio ad stitching directly into

episodes or audio files

Creative Manager Audio Trafficker Forecast & Affidavit Engine Media Buying API

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Core Features

Streaming Overview

Broadcast

Live stream is

broadcasted

Encoding

Broadcast is encoded

with programmatic

programming breaks

defined

Network

Ad Serving

Ads are stitched into the stream

replacing the original broadcast ads

Ad Decisioning

Campaign’s requirements and audience profile

are utilized to select targeted audio ads

Player / App

A unique stream

is delivered to

each player/app

with targeted ads

stitched directly

into the content

eliminating

detection by ad-

blocking software

User

The user

experiences a

seamless ad-

supported

listening

experience

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Measurement Overview

Webcast Metrics National

Digital Metrics

Standard Geographies

Webcast Metrics Local

Radio Equivalent Metrics

Radio Trading Zones

Agency Stewardship Integration

Measurement Overview

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• Comparable to Broadcast

Estimates: Geo/population,

metrics, timing, utility

• Disanonymizing the Listener:

Geo and demo

• Data Collection: Listener

tracking (SDK, audited API),

server log processing

• One-to-One Measurement: No

projections, panels, or surveys

• Quality Control: “Non-human

traffic” filtered, one minute rule

• Accredited by Media Rating

Council: Commissioned by US

Congress and funded by

buyers/sellers to guarantee valid,

reliable, effective metrics

• Brand Safe: Over 100+ premium

licensed publishers worldwide

such as Spotify, CBS, MLB At Bat,

ESPN and Entercom.

• Multi-Channel: Web, phone,

tablet, players

• Native Ad Environment:

Integrated audio in premium

content

• Efficient: Latest in efficient and

effective audio procurement

• Powerful Success Metrics: Post-

exposure page views, conversion

tracking, brand lift studies and

more

• IAB Certified: Compliant with

IAB’s DAAST ensuring a standard

set of specs for audio ad delivery,

execution, and reporting

a2x Overview

Available via self-serve or Triton Digital managed service solution

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Deep Level of Targeting

RADIO

DEVICES &

CHANNELS

GEO

AUDIENCE

• National & Regional

• MSA

• DMA

• City & Zip

• Longitude/Latitude

• Format/Genre

• Program Exclusions

• Demo & Gender

• Retargeting

• 3rd Party Data

• 1st Party Data

• iOS/Android

• PlayStation/Xbox

• Roku/Smart TV

• Sonos

• etc.

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Campaign Tracking

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3rd Party Audio Tracking (DCM, Sizmek, Atlas, Vindico, AdTech & more)

Triton recommends 1x1 tracker on audio and separate

set of display trackers; run a 3rd party banner that will

wrap creative and tracking into one package.

Audience Validation (Nielsen DAR, Comscore vCE)

Exposure Attribution (Lotame, BlueKai, eXelate,

Convertro, Adometry, Floodlight)

Brand Studies

(Millward Brown Dynamic Logic, Nielsen Vizu)

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Objective

General awareness for a new Consumer Credit

Card launch as well as drive deeper

engagement beyond the landing page. KPIs

included application to card or request for

contact.

Results

While Xaxis Radio had a predictably low CTR

(0.02%), users navigated to the Advertiser’s

site as a result of strong ad recall and quality

targeting

Note: Baseline = video+display before audio

was added to campaign

4.1x Lift in Awareness

Exposure Attribution – It Works

FINANCIAL SECTOR

Key Takeaways

• Online programmatic audio has been a reality in the US since 2013

• Can be traded as easily as programmatic display or video

• Brand safe publishers and premium inventories

• No ad blocking and fraud-free campaigns

• Standards exists: DAAST, soon OpenRTB 2.4

• Addressable and traceable audience through “smart players” for targeting

and attribution need to scale in Europe

• Digital measurement is needed (from forecasting to affidavits and attribution)

• Programmatic audio will become more and more sophisticated: rely on

existing technologies

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