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Strata Users Will Now Have Access to Premium CUMULUS MEDIA Podcast Inventory with Validated Metrics from Triton Digital
Rhea-AI Impact
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Rhea-AI Sentiment
(Very Positive)
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Rhea-AI Summary
Cumulus Media (CMLS) has partnered with FreeWheel and Triton Digital to integrate its podcast inventory into Strata's media buying platform. This collaboration enables over 1,100 agencies to automate the podcast buying process with validated metrics, marking a significant innovation in the podcast advertising sector. Starting Q4 2021, Strata users will access Cumulus Podcast Network’s curated podcast lineups, backed by reliable data on downloads measured by Triton. This is a pivotal step as podcasting rapidly grows in the U.S., with about 80 million weekly listeners.
Positive
Partnership with FreeWheel and Triton Digital enhances podcast ad buying efficiency.
First-time integration of podcast inventory metrics into a media buying platform.
Access to validated metrics for over 1,100 agencies, improving advertising capabilities.
Positioning Cumulus Podcast Network to leverage the growth of the podcasting market.
Negative
None.
Through a new partnership, CUMULUS MEDIA will surface podcast titles, lineups, and metrics measured by Triton Digital in the Strata media buying platform.
NEW YORK--(BUSINESS WIRE)--
Today,FreeWheel, a Comcast Company, announced partnerships with CUMULUS MEDIA and Triton Digital to bring Cumulus Podcast Network’s premium podcast inventory into the Strata media stewardship platform with industry-leading metrics and measurement. This partnership provides the 1100+ agencies using Strata’s platform with the ability to automate the podcast buying process within their existing platform workflow, including receiving electronic proposals and sending electronic orders.
Through this partnership, Strata users will be able to find and buy impression-based premium podcast inventory from CUMULUS Media that is validated by metrics including downloads, as measured by Triton Digital’s Podcast Metrics measurement service. This will mark the first time a podcast publisher has surfaced titles and lineups, which are curated groups of podcasts designed to reach specific desired demographics and psychographics, with metrics measured by industry leader Triton Digital, in a media buying platform.
“At FreeWheel, we’re constantly looking for new opportunities to connect our buyers to the newest capabilities and media content offerings,” said Jamie Donnenfeld, VP, Partnerships, FreeWheel. “As podcasting continues to grow in the U.S., our users have asked for more opportunities to buy podcast media in the Strata system. Our partnership with CUMULUS MEDIA and Triton Digital offers them not just premium podcast inventory, but also validated measurement on a granular level. Strata is the only platform offering this.”
“CUMULUS MEDIA is pleased to expand its partnerships with FreeWheel and Triton to provide current and future marketing partners efficient access to the Cumulus Podcast Network’s vast offering of premium podcasts spanning entertainment, news, sports, politics, business, money and technology as well as the voices from our 413 stations,” says Larry Linietsky, SVP, Digital Operations and Business Development, CUMULUS MEDIA.
“Triton is pleased to be partnering with FreeWheel and CUMULUS MEDIA to provide advertisers with streamlined access to trustworthy, aggregated podcast data within their media buying system for the first time,” said John Rosso, President of Market Development, Triton Digital. “Our IAB-accredited Podcast Metrics lineups provide advertisers with consistent data across networks and publishers, making the process of discovering, planning, analyzing and ultimately buying podcasts at scale seamless and efficient.”
FreeWheel’s Strata Platform helps agencies and marketers automate their campaign planning, activation, optimization, and financial management across all media types, including podcasting.
Podcasting is one of the fastest-growing advertising channels in the US. The recent “Share of Ear” study from Edison Research shows that approximately 80 million Americans (nearly 30% of the U.S. 12+ population) are now listening to podcasts on a weekly basis.
Cumulus Podcast Network, the fastest organically growing podcast network in the country, connects listeners with their passions through podcasts that are smart, entertaining and thought-provoking.
Strata users will be able to access Cumulus Podcast Network’s premium podcast inventory in the Strata system beginning in the 4th Quarter of 2021.
About FreeWheel
FreeWheel, A Comcast Company, empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement, and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers.
With offices in New York, San Francisco, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit freewheel.com, and follow us on Twitter and LinkedIn.
About CUMULUS MEDIA
CUMULUS MEDIA (NASDAQ: CMLS) is a leading media, advertising, and marketing services company delivering premium content to over a quarter billion people every month — wherever and whenever they want it. CUMULUS MEDIA engages listeners with high-quality local programming through 413 owned-and-operated radio stations across 86 markets; delivers nationally-syndicated sports, news, talk, and entertainment programming from iconic brands including the NFL, the NCAA, the Masters, CNN, the AP, the Academy of Country Music Awards, and many other world-class partners across nearly 7,300 affiliated stations through Westwood One, the largest audio network in America; and inspires listeners through the CUMULUS Podcast Network, its rapidly growing network of original podcasts that are smart, entertaining and thought-provoking. CUMULUS MEDIA provides advertisers with personal connections, local impact and national reach through broadcast and on-demand digital, mobile, social, and voice-activated platforms, as well as integrated digital marketing services, powerful influencers, full-service audio solutions, industry-leading research and insights, and live event experiences. CUMULUS MEDIA is the only audio media company to provide marketers with local and national advertising performance guarantees. For more information visit www.cumulusmedia.com.
About Triton Digital
Triton Digital® is the global technology and services leader to the digital audio and podcast industry. Operating in more than 80 countries, Triton provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize their revenue, and streamline their day-to-day operations. In addition, Triton powers the global online audio industry with Webcast Metrics®, the leading online 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 online industry. For more information, visit www.TritonDigital.com.
CUMULUS MEDIA Lisa Dollinger Dollinger Strategic Communication for CUMULUS MEDIA 512-633-4084
lisa@dollcomm.com
Source: Triton Digital
FAQ
What is the partnership between Cumulus Media and FreeWheel about?
The partnership allows Cumulus Media to integrate its podcast inventory into FreeWheel's Strata media buying platform, enhancing the buying process for agencies.
When will Cumulus Podcast Network's inventory be available on Strata?
The podcast inventory will be accessible on the Strata platform starting in the 4th Quarter of 2021.
How many agencies will benefit from the new podcast buying capabilities?
Over 1,100 agencies using the Strata platform will benefit from the new podcast buying capabilities.
What metrics will be used to validate podcast inventory in the new partnership?
Cumulus Media's podcast inventory will be validated by metrics including downloads, measured by Triton Digital's Podcast Metrics service.
How significant is podcasting as an advertising channel in the U.S.?
Podcasting is one of the fastest-growing advertising channels in the U.S., with approximately 80 million Americans listening weekly.
