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Triton Digital Partners with Pocket FM to Provide Buyers an Extended Audio Ad Inventory

·4-min read

Media Buyers Can Now Access the Growing Digital Audio Space in India

NEW YORK, December 02, 2021--(BUSINESS WIRE)--Triton Digital has announced a partnership with Pocket FM, India’s largest Audio OTT platform, bringing their audio inventory to be traded on the Triton Audio Ad exchange which will help Pocket FM maximize their yield and revenue potential. This partnership provides buyers with access to Pocket FM’s inventory through 30+ Demand side-platforms (DSPs) via Triton. Pocket FM is a free audio show and podcast app and is the most downloaded audio OTT platform in top metros and cities across India.

"Triton is thrilled to partner with Pocket FM. Through this partnership, Pocket FM’s audio ad inventory will be made available to buyers in over 30 major DSPs for the first time," said Aditya Summanwar, Director of Market Development, Triton Digital. "Consumption has grown significantly over the past 24 months, making digital audio an important medium for marketers seeking to reach this engaged and growing audience. As of 2020, 57.6 million people in India were consuming podcasts on at least a monthly basis, according to KPMG. That makes India the third largest country for podcast consumption, following the US and China."

Through this partnership, Pocket FM users have access to Triton’s Tap OnDemand and Yield-Op capabilities. Yield-Op, an audio-first supply-side platform (SSP), was built from the ground up for broadcasters, podcasters and music streaming services. Yield-Op is integrated with the world’s leading DSPs, providing advanced publisher controls to set up deals, manage demand and optimize yield for every audio opportunity. Tap OnDemand enables streaming audio services and web-only audio publishers to streamline their advertising trafficking and maximize their revenue with its powerful dynamic audio ad insertion (DAI), campaign trafficking, delivery and reporting capabilities.

"At Pocket FM, we’re always looking for opportunities to grow and expand the digital audio market. Our new partnership with Triton Digital offers media buyers and publishers a deeper look into validated measurement of India’s fast growing digital audio consumption," said Rohan Nayak, Co-founder & CEO, Pocket FM. "In the coming months, Pocket FM intends to achieve 100 M users and introduce more genres on the platform, building the largest community of writers, artists and homegrown authors in India."

Pocket FM, India’s largest Audio OTT platform, surpassed 40 million downloads, 2.7 billion monthly listening minutes and has become a top-ranking app in the music & audio category on the India Play Store. Pocket FM entertains listeners with 100,000+ hours of enriching content via long-format content, audio shows, stories, novels and podcasts in 8 languages (English, Hindi, Tamil, Telugu, Malayalam, Bangla, Kannada and Marathi). With the highest engagement time of 110 minutes per listening user daily, Pocket FM intends to grow by strengthening its position in the Indian markets and plans to expand to the US markets.

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

About Pocket FM

Founded in 2018, Pocket FM offers 100,000+ hours of enriching content via long-format content, audio shows, stories, novels, and podcasts. With a wide community of 17K+ Professional User Generated Content creators and voice artists, Pocket FM has a plethora of the finest and premium audio content in 8 languages (Hindi, Tamil, Telugu, Malayalam, Bangla, English, Kannada, and Marathi). Pocket FM empowers artists and listeners with their Creator Studio and Consumer App, catering to audiences with diverse choices. With 40 million downloads achieved, it is on the pioneering path of being the market leader with the highest daily engagement time of 110 minutes per listening user and 2.7 billion monthly listening minutes.

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Triton Digital
Samantha Sheehy

Pocket FM
Ritika Dhingra

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