Seven days after its announcement on December 19, 2024, Triton Digital introduced significant updates to its Audio Insights Dashboard within the Sounder platform. The enhancement focuses on content analysis capabilities, marking a substantial development in audio content management.
According to the official announcement, the new Overview analysis displays top contextual categories, named entities, and brand suitability trends across publishers' content. This analytical capability operates at both show and episode levels, providing granular insights into content composition.
The update introduces Trending Categories functionality, which analyzes content beyond basic genre classification. Publishers gain access to a detailed breakdown of Internet Advertising Bureau (IAB) categories present in their catalogs over three-month periods. The system also identifies and tracks Trending Named Entities, encompassing people, places, organizations, and products mentioned within the audio content.
Sharon Taylor, Executive Vice President of Podcast and Content Delivery at Triton Digital, addressed the industry challenges. According to Taylor, "Brand suitability is increasingly becoming table stakes as brands seek more control over where they reach their audiences. Meanwhile, publishers have more audience insights than ever before but they often face the challenge of trying to decide where to start with those insights."
The platform's brand suitability assessment capabilities have undergone significant enhancement. Previous functionality limited publishers to show-by-show analysis of content that might pose suitability risks for advertisers. The new dashboard provides a comprehensive snapshot, displaying the percentage of content classified as "high" or "floor" risk levels. Publishers can now drill down into specific suitability categories, enabling more detailed risk assessment.
Audacy, a significant player in the audio industry, has already implemented these new features. Kevin Greenwald, VP, Head of Advertising & Audience Products at Audacy, noted the practical benefits of the update. According to Greenwald, "The new dashboard allows us to quickly and easily identify trends and opportunities for new contextual campaigns. These added features to Sounder allow us to have deeper conversations with advertisers, automate brand safety analysis, and open the door to collaborate with new brands and connect them to our audiences."
This enhancement follows Triton Digital's acquisition of Sounder in March 2024, integrating Sounder's brand suitability solutions and AI-powered podcast understanding into Triton's existing audio streaming and podcasting technology. The integration aims to create a more seamless, data-driven advertising experience across the audio industry ecosystem.
The dashboard update arrives after Sounder's recent introduction of Promo Hub, an automation tool for podcast promotion and content creation workflow. This sequential development indicates a strategic focus on comprehensive audio content management and monetization tools.
Technical specifications of the new Overview analysis include:
- Three-month historical data analysis capability
- Integration with IAB category standards
- Automated named entity recognition
- Multi-level content suitability classification
- Network-wide trend analysis functionality
- Granular drill-down capabilities for specific suitability categories
The system operates across more than 80 countries, supporting Triton Digital's global audio measurement services, including Webcast Metrics and Podcast Metrics, the latter being one of the first IAB certified podcast measurement services in the industry.
Content creators and publishers utilizing the platform can now access these features through their existing Sounder dashboards, with the update automatically available to both new and existing customers. The system maintains compatibility with Triton Digital's broader suite of audio streaming and podcasting technologies, ensuring seamless integration across the platform's various capabilities.
The enhanced Overview analysis represents a significant step in audio content management, providing publishers with automated tools for content categorization and brand suitability assessment, addressing the growing demands of the digital audio advertising market.