Sophie Blake
iHeartMedia-owned SSP Triton Digital announced that it has acquired audio intelligence platform Sounder to enhance its audio advertising capabilities.
Financial terms of the deal were not disclosed.
The acquisition comes two years after iHeartMedia made a strategic investment in Sounder, which was founded in 2019 by former Google and Spotify executives. In 2022, iHeartMedia led Sounder’s $7.7 million Series A funding round, following its acquisition of Triton for $230 million the previous year. Triton asserts that the acquisition will facilitate a smoother, more efficient, data-driven advertising journey for brands, agencies, publishers, and podcasters alike.
“We are thrilled to welcome Sounder to the Triton Digital family,” said John Rosso, President and CEO of Triton Digital. “The Sounder team are visionaries in audio intelligence, and their technology adds an essential layer to our offerings. This acquisition empowers us to deliver more value to advertisers and publishers with highly targeted, contextually relevant, and brand-suitable audio advertising solutions. Looking ahead, we are excited to leverage our combined strengths to drive innovation and growth in the digital audio marketplace.”
Under the umbrella of Triton Digital, Sounder will continue to deliver contextual targeting solutions, brand suitability features, and promotional tools tailored specifically for podcasts. Audio publishers using Triton’s platform will gain access to Sounder’s AI-driven promotional tools, which integrate GenAI and extensive language models with Sounder’s advanced natural language processing technology.
“Becoming part of Triton Digital is a significant milestone for Sounder, giving us the ability to accelerate our growth and innovation while continuing to work across the entire podcast landscape,” said Kal Amin, CEO and co-founder of Sounder. “Our AI-powered content analysis enables Triton to bring unprecedented insights, targeting, and promotional capabilities to the audio marketplace.”
In January, Triton Digital announced a collaboration with Amazon Publisher Services, allowing advertisers to purchase interactive audio ads through the Amazon DSP on various streaming audio platforms.
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