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Arrangement gives media buyers additional access to growing digital audio space in India
By Susan Ashworth ⋅
Published: December 6, 2021
A new partnership between Triton Digital and Pocket FM will give media buyers additional access to the digital audio space in India.
The agreement will make Pocket FM’s OTT platform — a free podcast app and audio show that has grown into the largest audio OTT platform in India, the company said — available on the Triton Audio Ad exchange, giving buyers access to Pocket FM’s inventory through more than 30 demand size platforms via Triton.
According to the company, Pocket FM has become a top-ranking music and audio app, clocking in more than 40 million downloads and 2.7 billion monthly listening minutes. Listeners have access to more than 100,000 hours of programming via long-format content, audio shows, stories, novels and podcasts in eight languages through Pocket FM.
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Through the partnership, the companies said, Pocket FM media buyers will have access to Triton’s Yield-Op capability, an audio-first supply-side platform built for broadcasters, podcasters and music streaming services. Yield-Op offers users controls to set up deals, manage demand and optimize yield. Users will also have access to Triton’s Tap OnDemand, which enables streaming audio services and web-only audio publishers to streamline advertising trafficking and maximize revenue with dynamic audio ad insertion (DAI) as well as coordinate campaign trafficking, delivery and reporting.
“Consumption has grown significantly over the past 24 months, making digital audio an important medium for marketers seeking to reach this engaged and growing audience,” said Aditya Summanwar, director of market development for Triton Digital, adding that 57.6 million people in India as of 2020 were consuming podcasts on a monthly basis. “That makes India the third largest country for podcast consumption, following the U.S. and China,” Summanwar said.
Rohan Nayak, co-founder and CEO of Pocket FM, said that the new partnership with Triton Digital will offer media buyers and publishers a deeper look into validated measurement of India’s growing digital audio consumption market. “In the coming months, Pocket FM intends to achieve 100 million users and introduce more genres on the platform, building the largest community of writers, artists and homegrown authors in India,” Nayak said.
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