Southern Cross Austereo has partnered with Triton Digital to launch the first programmatic audio ad exchange to Australia.
The move had been in the works for sometime, with AdNews first revealing SCA's programmatic play back in February.
The exchange named a2x, will be available from June and, enables programmatic buying of targeted online and mobile audio ad inventory. The platform’s automated, exchange-driven method of buying and selling ad impressions facilitates precise targeting, eliminating waste and resulting in the highest efficacy for advertisers.
Southern Cross Austereo, head of digital sales and operations, James Bayes said: “We’re pleased to be partnering with Triton Digital to bring a2x to Australia. A2x will enable Australian brands to engage with a highly desirable audience across a range of premium, digital audio publishers at scale for the first time, which is a significant step forward for the Australian audio industry as a whole.
“This is further evidence of our strong commitment to leverage technology and data to improve results for clients.”
The partnership will enable advertisers and agencies to buy digital audio advertising programmatically and scale their campaigns across many leading publishers through a single exchange. In addition, publishers can leverage audience data to create more effective connections between brands and consumers.
Publishers confirmed as participating upon launch include: audioBoom, Guvera, Omny, Rdio and SCA.
Triton Digital, president of market development, John Rosso, said SCA is the perfect partner to launch a2x in Australia.
“SCA has an unparalleled knowledge of the marketplace and a unique capability to create value for both advertisers and publishers in the exchange.”
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