Nielsen Integrates Triton Data Into Media Planning Platform.

The visibility of podcasts will be rising in a media planning tool used by advertisers and ad agencies. Nielsen says it has formed a new collaboration with Triton Digital that will integrate audience data from Triton’s Podcast Metrics Demos+ into the Nielsen Media Impact (NMI) planning platform. The integration will give ad buyers additional data-driven insights to provide a more holistic view of the audio market. It will also reinforce podcasting’s rising position as a critical element within the cross-media planning landscape.

“Our collaboration with Triton Digital makes it easier for advertisers to evaluate and plan podcasts alongside, and with the same level of precision, comparability and confidence as other media channels, delivering a critical need,” says Rich Tunkel, Managing Director of Nielsen Audio.

The integration will mean that Triton Digital’s Podcast Metrics Demos+ data will be available directly within the NMI platform. That means buyers will easily be able to access insights for every podcast show, network and subnetwork included in Triton’s underlying podcast download data.

The companies say that will strengthen how podcast publishers and sales networks are represented in the planning ecosystem. It also allows advertisers to more effectively plan campaigns, whether it be targeting a specific individual podcast — or executing a full programmatic campaign across a vast array of shows. The Triton data will allow buyers to better understand behavior of podcast audiences, optimize their media mix strategies to include podcasts, and more effectively compare podcast reach and targeting against other channels.

“Podcasting delivers a unique combination of scale, intimacy, and attention that few other channels can match,” Triton CEO John Rosso says. “Triton has built the industry’s most complete podcast measurement offerings, with the scale, granularity, and utility the market increasingly demands. Together with Nielsen, we’re unlocking the value and capabilities podcasts deliver in a modern media plan.”

The integration into Nielsen’s planning platform comes after Triton last year made several major investments to allow for advanced podcast audience targeting. The company unveiled new audience intelligence features last August that enable advertisers to target specific demographic segments and purchase intent behaviors.

According to the company, the enhanced ranker delivers insights across more than 40 demographic and purchase intent segments.

The methodology combines traditional download measurements with survey data collected in collaboration with Signal Hill Insights. With show-level insights on listener demographics, interests, and purchase intent, Triton says marketers can easily identify the podcasts that align with their target audiences. Triton says the data also allows planners to understand audience composition at the genre level, adding another layer of insight to reach-focused campaign targeting. The list of 44 characteristics includes demos based on age and gender, household income, moms, big box retail shoppers, fast-food restaurant patrons, and purchase intent of cars, wireless providers, insurance and travel, among many others.