This document discusses the growth of programmatic buying in digital audio and the opportunity it presents. It notes that audience for mobile listening has boomed as proliferation of mobile devices has increased. Data shown indicates there has been a 282% increase in average active listening sessions in the past 3 years. About 31% of internet radio users listen through mobile devices. Programmatic buying for digital audio allows targeting of listeners based on location, demographics and behaviors across many digital audio publishers.

1. The Next Big Thing:
Programmatic for Audio

2. The Opportunity is Unique
Audience is booming.
Proliferation of mobile listening.
Programmatic buying on the rise.

3. 282%
INCREASE IN AVERAGE ACTIVE SESSIONS
IN THE PAST 3 YEARS
(WEBCAST METRICS, 2013)
*Average Active Sessions = Average number of streams of one minute

4. 718,583
802,363
961,012
1,072,287
1,177,368 1,208,802
1,278,172
1,457,794
1,529,951 1,546,458
1,535,282
1,796,650
2,042,222
2,230,381
2,258,150
2,461,424
2,746,049
Q1'09 Q2'09 Q3'09 Q4'09 Q1'10 Q2'10 Q3'10 Q4'10 Q1'11 Q2'11 Q3'11 Q4'11 Q1'12 Q2'12 Q3'12 Q4'12 Q1'13
Source: Triton Digital WebCast Metrics / M-F 6a-7p

5. 31%
OF A18+ INTERNET RADIO USERS
LISTEN THROUGH A MOBILE DEVICE
(FORRESTER RESEARCH, 2013)

6. Does anyone
think THIS is a
good idea?

7. • Mobile devices provide far less
visual advertising real estate
• Audio is native to mobile
• Audio is always “above the fold”

8. All Digital Audio: Desktop vs. Mobile
Total Listening Hours (TLH)
39%
63%
30%
61%
37%
70%
All Publishers Broadcast Publishers Pureplay Publishers
Mobile
Desktop
Source: Triton Digital Webcast Metrics

9. Broadcast Only: Uniques vs TLH
Source: Triton Digital Webcast Metrics
63%
38%
37%
62%
Total Listening Hours Uniques
Mobile
Desktop

10. Why We Love Digital Audio Ads
% Of Cell Phone Owners That Have Streamed Online Radio From A Cell Phone
Connected To A Car Stereo
Source: 2013 Arbitron-Edison Media Study
6%
11%
17%
21%
2010 2011 2012 2013

12. 23%
OF ADVERTISING RUN ONLINE BY THE
TOP 1,000 ADVERTISERS IS USING RTB
(YIELD METRICS, JULY 2013)

14. • The First and Only Digital Audio Ad
Exchange
• Target Listeners, Not Stations
• Target or Retarget by
Geo, Demo, Device and Behavior
• Buy In Real Time Through Your
Trading Desk or DSP
• Resulting in No More Waste

15. P
U
B
L
I
S
H
E
R
S
Sell-Side
Platform
Demand-Side
Platform
Data Platforms & Aggregators
Measurement & Analytics
M
A
R
K
E
T
E
R
S
WEBCAST METRICS
Trading
Desks
Agencies

16. Triton Digital Audio Publishers
Slacker
AOL Radio
Microsoft Xbox Music
Zngine
AccuRadio
181.FM
1clubfm (Dot1)
977Music.com
Big R Radio
Fox News Radio
Got Radio
Hits100
Sky FM
CBS
Cox Radio Inc.
Cumulus Media Broadcasting
Greater Media Radio Inc.
Emmis Radio
Entercom Communications Corp.
Townsquare Media
Univision
Wilks Broadcasting
Beasley
Lincoln Financial Media Company
Journal Broadcasting Group Inc.
Mapleton Communications
Midwest Communications
Alpha Broadcasting
Broadcast Company of the Americas
Deer Creek Broadcasting
Delmarva
Fifth Avenue Broadcasting
Company Inc.
Guaranty Broadcasting
Hearst
KDAY (Magic Broadcasting)
LKCM Radio
Local Media of America
Lotus broadcasting corp.
Midwest TV
Mount Wilson
Next Media Operating Inc.
NRG Media
Pamal Broadcasting
Queen B Radio Inc.
Red Zebra
Results Radio
Red Zebra
Results Radio
Simmons Media
Sound Ideas
WEHP
WGET
Prisa
Spectrum Medya

17. Deep Level of Targeting
Radio Format/Genre 
Program Exclusions 
Devices & Channels 
Geo National & Regional 
MSA 
DMA 
City & Zip 
Longitude/Latitude 
Audience Demo & Gender 
Retargeting 
3rd Party Data 
Search Retargeting 

18. And Tracking
Tracking
3rd Party Banner Tracking
(DFA, Flashtalking, Mediamath, etc.)

3rd Party Audio Tracking
(DFA, Flashtalking, Mediamath, etc.)

VAST 2.0 Compliant 
GRP Validation (Nielsen and Comscore


19. Confirmed Delivery Only
• Based on audio ad delivery
• Confirmed server-to-server
• Works even on non-browser players
(such as iTunes, Winamps, Xbox)
• GRP validation on browser-based players
Ad Speech Music Ad Ad Ad Speech Music
Bid Request Auction Queued Ad Delivered Ad

20. Benjamin Masse
VP & GM, a2x Programmatic Advertising
Platform
@benjaminmasse
benjamin.masse@tritondigital.com
Thank You