Triton Digital’s Webcast Metrics Local Achieves Media Rating Council Accreditation
March 4, 2014
Triton Digital, a leading technology provider for the audio industry, today announced that the Media Rating Council (MRC) has granted accreditation to the company’s Webcast Metrics Local (WCML) product. WCML is a market-specific version similar to Triton’s MRC-accredited national measurement product. For the first time, this rigorous audit contains a publisher component where each WCML publisher must undergo a separate audit of their user-declared geographic and demographic listener data. As the first customer using the solution, Pandora has completed the publisher audit and has been successfully integrated into WCML. Additional publishers are currently in the pipeline.
The market-specific research from Triton’s Webcast Metrics Local solution enables agencies and advertisers to evaluate relative audience scale within specific markets. Traditional audio metrics; Average Quarter Hour (AQH), AQH Rating, Cume and Cume Rating are presented so that ad buyers can evaluate the entire audio marketplace with the same set of metrics. Publishers leverage the solution to monetize content on a local level.
“We have been feeding Webcast Metrics Local data into the agency stewardship systems for several months now. This greatly simplifies the process of quantifying audiences for agencies, allowing them to compare audio ad delivery across platforms,” said Triton Digital COO, Mike Agovino. “Webcast Metrics Local is becoming the currency for digital audio advertising at the local level. We anticipate the combination of MRC accreditation with Pandora and new publisher additions will further accelerate the growth of the digital audio ad marketplace.”
Starcom, a leading global media buying agency, has embraced the digital audio opportunity since its earliest days. “With the growing need for better audience measurement and data, Starcom is highly supportive of the MRC's accreditation of Triton’s local Webcast Metrics ratings,” said Kevin Gallagher, EVP, Local Marketplaces at Starcom. “This accreditation provides a much-needed apples-to-apples comparison that enables better buying decisions.”
“We congratulate Triton Digital for earning accreditation of the Pandora implementation of Webcast Metrics Local,” said George W. Ivie, Executive Director and CEO of the MRC. “This audit and review process broke new ground in validating audio streaming measurements at a local market level, and we look forward to continuing our work with Triton as Webcast Metrics Local grows and evolves.”