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Varick Media, an audience-centric digital marketing company, has expanded its partnership with Triton Digital.

Triton digital is a leading technology and services provider to the digital audio industry. The deal calls for Varick Media to utilize “a2x,” Triton’s programmatic online audio marketplace, in Canada.

“a2x enables advertisers and agencies throughout Canada to buy digital audio advertising programmatically in real time, and scale their campaigns across any number of Canadian and international publishers through a single marketplace, which includes a multitude of top-tier internet audio publishers.” according to the company’s official word.

The impetus? Digital audio is growing at a rapid pace given its on demand, highly-personal, and mobile optimized nature.

In fact, digital audio opens up opportunities to target consumers by age, gender, geography, cookie, mobile ad ID, and device. Brands can leverage programmatic audio advertising to reach their desired audience in a targeted, efficient way within a mobile-first, brand safe environment.

Varick’s centralized reporting is designed to assist brands in continuously optimizing their messages and creatives to increase returns.

“Consumers are dynamic, which means media plans should be as well,” said Gabe Dunlop, Varick’s Country Manager of Canada. “Triton’s a2x allows us to fully leverage this opportunity by providing our advertisers with a single, intuitive marketplace whereby digital audio can be bought programmatically alongside mobile, video, social, native and display.”

Benjamin Masse, Managing Director for Market Development and Strategy at Triton Digital, also foresees great things.

“We are thrilled to expand our relationship with Varick Media, and remain committed to adding premium, global audience to the marketplace to advance the growth of this burgeoning industry,” Masse said.

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