Spreaker Opens Inventory to Contextual and Brand Suitability Targeting With Sounder

March 27, 2025 at 09:00 AM EDT

New Integration Allows Ad Buyers To Target Beyond Show Level Genres, unlocking Programmatic Scale

Triton Digital, the global technology and services leader in the digital audio, podcast, and broadcast radio industries, today announced that Spreaker has integrated Sounder, an Al-powered, end-to-end audio intelligence platform, into its podcast platform tailored for independent creators. This means advertising buyers can leverage contextual targeting to reach target audiences beyond content categories on Spreaker.

Spreaker hosts over 260,000 podcasts and access to that content will allow advertisers to unlock untapped inventory and significantly increase their revenue potential. Through Sounder’s integration with Spreaker, all English content is now analyzed through a brand suitability and contextual targeting environment to ensure buyers are being presented with a curation of content that fits their key messages and targeting goals, enabling show level and category targeting. For example, a sports advertiser who was previously limited to targeting podcast shows in the sports genre can now target travel podcasts that mention relevant global sporting events that people travel for.

“Our enhanced targeting capabilities allow buyers to target relevant conversations wherever they happen, expanding beyond categories and into genres to increase the amount of inventory available for targeting,” said Sharon Taylor, Executive Vice President of Podcast and Content Delivery at Triton Digital. “Through this integration, buyers can confidently invest via the Triton Digital Audio Marketplace in the expansive content inventory available on Spreaker. Enabling our partners to do contextual targeting at scale makes buying easier and contributes to an overall better listener experience for audiences.”

Buyers can leverage this integration with direct-sold or programmatic campaigns using pre-bid buying. Meanwhile, podcast creators on Spreaker benefit from more revenue-generating opportunities. Spreaker, a Triton Digital company, joins a stellar list of partners leveraging Sounder’s AI and brand suitability capabilities. Other partners include NOVA Entertainment, and DAX US, the pioneering digital advertising exchange created and operated by Global, the Media & Entertainment group.

“Automated brand solutions like Sounder are no longer ‘nice to have,’ they’re a need to have as more podcast content becomes available. Making Sounder available on Spreaker will provide buyers with an increasing amount of brand-suitable inventory, ” said Brian Conlan, President of DAX US. “Sounder and DAX US have been partners since August 2022 and it has allowed our team to seamlessly provide advertisers with the insights they need to make better buying decisions about the content that best aligns with their brand.”

Triton Digital acquired Sounder in March 2024 to bring brand-suitability solutions and AI-powered podcast understanding to its existing audio streaming and podcasting technology. Since the acquisition, brands, agencies, publishers, and podcasters have benefited from a more seamless, data-driven advertising experience. Most recently, Sounder rolled out key product updates, including Promo Hub to automate key aspects of podcast promotion, as well as an upgraded Audio Insights Dashboard experience with new capabilities for high-level content analysis.

To learn more about Sounder and Spreaker, please visit: https://tritondigital.com/

About Triton Digital

Triton Digital® is the global technology and services leader to the digital audio, podcast, and broadcast radio industries. Operating in more than 80 countries, Triton provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize revenue, and streamline their day-to-day operations. In addition, Triton powers the global online audio industry with Webcast Metrics®, the leading streaming audio measurement service and Podcast Metrics, one of the first IAB certified podcast measurement services in the industry. With unparalleled integrity, excellence, teamwork, and accountability, Triton remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global audio industry. For more information, visit www.TritonDigital.com.