iHeartMedia, the #1 Podcast Publisher, to Acquire Triton Digital

Rhea-AI Summary

iHeartMedia (NASDAQ: IHRT) has signed an agreement to acquire Triton Digital for $230 million, enhancing its capabilities in the digital audio and podcasting sector. This acquisition will enable iHeartMedia to offer a comprehensive ad service package across various audio distribution methods, including programmatic audio advertising. Triton Digital's advanced infrastructure and measurement solutions will complement iHeartMedia's existing services, solidifying its leadership in the audio market. The deal is subject to regulatory approval.

Positive

• Acquisition of Triton Digital enhances iHeartMedia's ad service capabilities for streaming and podcasting.
• Establishes iHeartMedia as the only company providing a total audio advertising technology and data solution.
• Increases competitive edge in the digital audio market by integrating Triton's infrastructure and measurement tools.

Negative

• None.

iHeartMedia (NASDAQ: IHRT), the No. 1 audio company in America and the No. 1 podcast publisher globally, today announced it has entered into an agreement with The E.W. Scripps Company (NASDAQ: SSP) to acquire Triton Digital®, the global technology and services leader to the digital audio and podcast industry, for $230 million, subject to certain adjustments.* With this acquisition, iHeartMedia will now be able to provide audio content to producers and advertisers with an industry-leading full ad service package for streaming and podcasting no matter their size, reach or distribution method.

The addition of Triton Digital’s vast array of infrastructure and measurement solutions will complement iHeartMedia’s current advertising technology services, data platforms and programmatic platforms while providing additional solutions for those in the digital radio industry, allowing iHeartMedia to be the first and only company in the audio market to provide four distribution methods for audio, including on-demand, broadcast and digital streaming radio and podcasting, and to service all audio assets programmatically.

The acquisition of Triton Digital is the latest of iHeartMedia’s investments in the audio technology space, and further enhances its position as the leader in audio. Most recently, in October 2020, iHeartMedia acquired Voxnest, the leading marketplace for podcasts and provider of podcast analytics, enterprise publishing tools, programmatic integration and targeted ad serving. Over the past two and a half years, the company has also acquired Jelli Inc, the pioneering technology that offers marketers a digital-compatible buying platform for broadcast radio that includes programmatic buying, data targeting and creative optimization; Radiojar, the centralized, cloud-based audio playout platform, through iHeartMedia, Inc.’s subsidiary RCS; and Unified, the leading social advertising data intelligence platform and solutions provider.

“Adding Triton Digital and its industry leading services to the iHeartMedia audio ecosystem establishes iHeartMedia as the only company with a total audio advertising technology and data solution,” said Bob Pittman, Chairman and CEO of iHeartMedia, Inc. “iHeart, with our strong leadership position in podcasting, digital radio and broadcast, already provides cutting edge audio management, programmatic and data solutions for the broadcast radio, digital audio and podcasting industries, and this acquisition further strengthens our position as the No. 1 audio company in America and provides unique -- and critical -- solutions for the industry and for advertisers.”

Operating in more than 50 countries, Triton Digital is a global Advertising Technology SaaS platform for audio streaming, podcasting and metrics that enables publishers to monetize their audiences by providing a highly respected digital audio measurement and advanced audio-focused infrastructure to maximize the yield of audio inventory. The company’s two lines of business focus on advertising infrastructure and measurement, including a content delivery system that distributes digital audio streams and podcasts to listeners while dynamically inserting ads and measurement business that tracks audience and creates ratings reports.

In addition to measuring audiences for customers, Triton Digital operates the world’s first programmatic marketplace for digital audio programmatic ad-buying and Yield-Op, a world-class Supply Side Platform (SSP) that specializes in Audio and enables programmatic audio advertising.

“We are thrilled to join the iHeartMedia family,” said Neal Schore, CEO of Triton Digital. “We remain deeply committed to providing the world’s broadcasters, podcasters, and online audio publishers with continuously innovated, best-in-class solutions and services for online audio management, advertising, and consumption data, and are well positioned to enhance iHeartMedia’s value proposition to audiences and advertisers.”

*The consummation of the proposed acquisition is subject to the satisfaction or waiver of customary closing conditions, including regulatory approval.

About iHeartMedia

iHeartMedia (NASDAQ: IHRT) is the number one audio company in the United States, reaching nine out of 10 Americans every month – and with its quarter of a billion monthly listeners, has a greater reach than any other media company in the U.S. The company’s leadership position in audio extends across multiple platforms, including more than 850 live broadcast stations in over 160 markets nationwide; through its iHeartRadio digital service available across more than 250 platforms and 2,000 devices; through its influencers; social; branded iconic live music events; other digital products and newsletters; and podcasts as the #1 podcast publisher. iHeartMedia also leads the audio industry in analytics, targeting and attribution for its marketing partners with its SmartAudio product, using data from its massive consumer base. Visit iHeartMedia.com for more company information.

About Triton Digital

Triton Digital® is the global technology and services leader to the digital audio and podcast industry. Operating in more than 50 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. Triton Digital is a wholly owned subsidiary of The E.W. Scripps Company (NASDAQ: SSP). For more information, visit www.TritonDigital.com.

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FAQ

What is the purpose of iHeartMedia's acquisition of Triton Digital?

The acquisition aims to enhance iHeartMedia's advertising technology capabilities and provide comprehensive audio content services to producers and advertisers.

What is the transaction value of iHeartMedia's acquisition of Triton Digital?

The acquisition is valued at $230 million, subject to certain adjustments.

How will the acquisition impact iHeartMedia's market position?

It will solidify iHeartMedia's position as the leader in the audio market by allowing it to offer a full suite of audio advertising solutions.

When is the acquisition of Triton Digital expected to close?

The acquisition is subject to regulatory approval, and a closing date will be determined once customary conditions are satisfied.