October 17, 2013 — Independent media trading desk Accordant Media on Thursday announced a partnership with Triton Digital. The partnership will give Accordant clients access to audio inventory available for programmatic buying through Triton’s a2x exchange. Biddable audio inventory has been on the trading desk’s radar for “quite some time,” per an Accordant representative.
Matt Greitzer, Accordant’s co-founder, said that many of the company’s clients already run traditional radio ads, but they are only active with a “handful” on the programmatic front. However, he expects interest to grow “as more and more advertisers look to consolidate their programmatic buying strategies across channels.