Nielsen, Triton Digital podcast collaboration
April 28, 2026
Nielsen has announced a new collaboration with Triton Digital to integrate Triton Digital’s Podcast Metrics Demos+ into Nielsen’s cross-media planning tool, Nielsen Media Impact (NMI). Through this data integration, Nielsen and Triton Digital are providing enhanced visibility, accessibility and utility of podcast data to the industry. The enhancement equips advertisers with more holistic, data-driven insights and reinforces podcasting’s position as a critical element within the cross-media planning landscape.
Triton Digital’s Podcast Metrics Demos+ data within NMI provides users with comprehensive, representative insights for every podcast show, network and subnetwork included in Triton’s underlying podcast download data, thereby strengthening how podcast publishers and sales networks are represented in the planning ecosystem. This empowers advertisers to more effectively plan campaigns, whether it be targeting a specific individual show or executing a full programmatic campaign across a vast array of long-tail podcasts. Advertisers will unlock deeper, more actionable insights into podcast audiences to better understand behavior, optimise media mix strategies and more effectively compare podcast reach and targeting against other channels.
“Our collaboration with Triton Digital makes it easier for advertisers to evaluate and plan podcasts alongside, and with the same level of precision, comparability and confidence as other media channels, delivering a critical need,” commented Rich Tunkel, Managing Director, Nielsen Audio.
“Podcasting delivers a unique combination of scale, intimacy, and attention that few other channels can match,” added John Rosso, CEO, Triton Digital. “Triton has built the industry’s most complete podcast measurement offerings, with the scale, granularity, and utility the market increasingly demands. Together with Nielsen, we’re unlocking the value and capabilities podcasts deliver in a modern media plan.”
Triton Digital is a technology and services provider to the digital audio, podcast, and broadcast radio industries. Nielsen will serve as the primary sales representative for Triton Digital’s podcast measurement offerings in the US, expanding access to Triton’s measurement solutions through Nielsen’s established publisher, agency, and advertiser relationships.
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