Taptap, a predictive advertising platform empowering brands to predict with precision and unlock advertising success at scale, today announces the integration with Triton Digital, the global technology and services leader to the digital audio, podcast, and broadcast radio industries. The partnerships will provide access to global programmatic audio inventory with 14 billion monthly avails across US, LATAM, EMEA, MENA and APAC.

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With the addition of Triton Digital, Taptap will create new ways to connect with additional audiences that unlock more opportunities for clients within integrated omnichannel campaigns.  The partnership includes access to leading global, regional and local audio platforms and publishers like CNN, iHeartRadio, Deezer, iVOOX, Prisa, Onda Cero, Caracol and Radio Global.

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Taptap is exploring how the rapidly growing programmatic audio opportunity can be leveraged in combination with other channels in an area-based marketing approach. Audio advertising has seen rapid growth in recent years with 47% of advertisers and agencies globally stating that audio advertising is either their top or among their top media choices according to GroupM IAB Audio report 2023. Digital audio ad spend is set to grow 5.6% in 2023 yoy according to Dentsu’s Global Ad Spend Forecasts Dec 2023.

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Audio has proven strengths when it comes to delivering ads that are emotive, memorable and motivating. Audio ad consumption is mobile driven with listeners often on the move and it’s this contextual understanding that is critical for leveraging the benefits of audio within a broader omnichannel strategy where location is a key driver. Audio ads can be used to perform a distinct branding/awareness role. This in turn can be supported with additional exposure from selected DOOH which reinforce with more visual branding that drive familiarity and consideration. Display and video can then follow up and leverage their strengths in providing support at bottom of the funnel and drive purchase behaviour. 

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