Triton Digital extends its technology partnership with Salem Media Group, adding YouTube podcast measurement and Sounder audio intelligence capabilities to the broadcaster's 91-station network.
Triton Digital renewed its partnership with Salem Media Group on January 13, 2026, extending a relationship that began more than a decade ago with expanded measurement, monetization, and audio intelligence capabilities across streaming, podcasting, and video platforms.
The renewed agreement adds Podcast Video Metrics for YouTube to Salem's existing suite of Triton services, which include Streaming Services, Podcast Services through Omny, Webcast Metrics, Podcast Metrics, and Demos+ audience measurement. Salem gains access to Triton's complete Sounder product suite for enhanced audio intelligence, while continuing to leverage both direct and programmatic monetization support.
"Our long-standing partnership with Salem Media demonstrates the strength of collaboration built over many years," John Rosso, President and CEO of Triton Digital, said. "Salem's portfolio spans a wide range of trusted formats and highly engaged audiences across streaming and podcasting. With this renewal, we are expanding our support through advanced measurement, monetization, and audio intelligence solutions that align with Salem's continued digital focus."
Salem Media operates 91 radio stations spanning multiple formats including the Wall Street Business Network, Spanish Language Teaching and Talk, Country Music, Sports, Classic Pop, Christian Teaching and Talk, Conservative News Talk, and Spanish Hits. The company maintains a large podcast network that represents a primary focus of its digital strategy. As of October 2025, Salem ranked #15 on the Streaming Ranker and #6 among Top Sales Networks for podcasting in the United States.
The addition of YouTube podcast measurement capabilities addresses fundamental shifts in content consumption patterns. Edison Research incorporated video podcast consumption data into its Q2 2025 rankings after recognizing that 84% of Generation Z monthly podcast listeners engage with video content. Traditional audio-only metrics underestimate actual consumption as audiences increasingly discover and watch podcast content on platforms like YouTube, Spotify Video Podcasts, and other streaming services.
Triton Digital expanded its Omny Studio platform to support video podcast creation, distribution, and monetization on December 4, 2025, alongside existing audio content capabilities. The company described video as having become essential infrastructure rather than an experimental format within the podcast ecosystem. Video podcast monetization has demonstrated strong financial returns, with Spotify's video podcast revenue jumping 300% in January 2025 following the launch of the Partner Program.
The Sounder integration brings brand suitability and contextual intelligence capabilities to Salem's operations. Triton Digital acquired Sounder on March 26, 2024, to combine the company's audio streaming and podcasting technology with Sounder's AI-powered podcast understanding and brand suitability solutions. The acquisition enabled Triton to deliver contextual targeting tools that ensure advertisements align with relevant content while providing brand safety verification.
"Working with Triton Digital gives us the tools and insights we need to support our growing digital audio and podcast offerings," Jamie Cohen, Chief Digital Officer of Salem Media Group, said. "Their measurement, monetization, and new Sounder capabilities help us better understand our audiences and continue delivering content that resonates across platforms and with our audience."
The partnership renewal positions Triton Digital to provide end-to-end solutions across streaming, podcast, and video platforms while supporting Salem Media's digital strategy. Triton operates in more than 80 countries and provides technology that enables broadcasters, podcasters, and online music services to build audiences, maximize revenue, and streamline operations.
Measurement capabilities represent a critical component of the expanded partnership. Triton's Podcast Metrics measurement service carries IAB Tech Lab certification for compliance with Version 2.2 of the IAB Podcast Measurement Technical Guidelines, providing standardized methodology that enables comparison across different publishers and platforms. The company launched enhanced podcast ranking data on August 19, 2025, introducing audience intelligence features across more than 40 demographic and purchase intent segments through collaboration with Signal Hill Insights.
The Demos+ targeting system enables advertisers to purchase inventory based on listener characteristics including age, gender, income levels, and purchase intent behaviors without compromising privacy. This capability addresses growing demand for precision targeting in the audio advertising market while maintaining compliance with privacy regulations.
Monetization support encompasses both direct sales relationships and programmatic advertising capabilities. Triton launched AdBuilder AI on October 30, 2025, a self-serve audio advertising platform with AI-powered creative generation supporting more than 60 languages for publishers. The white-labeled solution aims to automate the entire workflow from creative production to campaign delivery, addressing small and mid-sized business advertisers that have historically been difficult to serve through traditional sales channels.
The programmatic infrastructure supporting audio advertising has expanded substantially throughout 2025. iHeartMedia opened its complete audio network to programmatic buyers through Triton Digital's technology on December 18, 2025, marking the first time over-the-air broadcast radio inventory became available through programmatic transactions alongside streaming and podcast inventory.
Audio advertising continues to face an investment gap, with the medium receiving only 9% of advertising budgets despite commanding 31% of consumer media time. This 22% gap represents untapped potential for marketers and publishers. Salem's expanded partnership with Triton positions the broadcaster to capture increased advertiser attention through enhanced measurement capabilities and simplified buying processes.
The renewal extends a relationship that began more than a decade ago between Triton Digital and Salem Media. The longevity of the partnership reflects both companies' sustained focus on audio content and digital transformation. Salem's diverse format portfolio—spanning Christian content, conservative talk programming, music formats, and Spanish-language content—provides advertisers with access to distinct audience segments across major U.S. markets.
Salem Media Group describes itself as America's leading multimedia company specializing in Christian and conservative content, with media properties comprising radio, digital media, and book and newsletter publishing. The company serves a loyal, dedicated audience numbering in the millions nationally. Salem provides audio and video programming, text content, commentary, and information from respected figures across the Christian and conservative media landscape.
The partnership announcement arrives during significant transformation in podcast measurement and monetization methodologies. Nielsen and Edison Research launched Nielsen Podcast Fusion on August 6, 2025, integrating industry-leading podcast metrics into Nielsen's widely used media planning tool for the first time. The collaboration enables advertisers and agencies to plan, optimize and compare podcasts alongside television, radio, digital and social media in one unified platform.
Programmatic podcast adoption has accelerated throughout 2025, with 25% of total U.S. digital audio spending transacted programmatically according to industry measurements. The infrastructure supporting these transactions has expanded significantly, with major platforms introducing automated podcast buying capabilities and standardized transaction mechanisms. The Washington Post partnered with Triton Digital in November 2025 to power its digital audio strategy, including podcast publishing, monetization, and measurement capabilities.
Technical innovation has addressed traditional limitations in podcast advertising production. Triton Digital partnered with ekoz.ai to introduce AI-powered voice cloning for programmatic podcast advertisements in March 2025, enabling scaled host-read campaigns while maintaining creator control and authenticity. The solution launched through private marketplace deals with select podcasts and generated millions of impressions according to company data.
The enhanced measurement and monetization capabilities come as Salem continues expanding its digital footprint. The company's podcast network ranks among the top sales networks for podcasting, demonstrating the commercial success of its content strategy. Salem's #15 ranking on the Streaming Ranker reflects substantial audience reach across its portfolio of stations and digital properties.
Contextual targeting represents a growing focus across the audio advertising industry, with 60% of all global targeting dimensions on AdsWizz platforms utilizing contextual approaches. This methodology provides relevant and privacy-first solutions that align with evolving consumer expectations and regulatory requirements. The Sounder integration brings these capabilities to Salem's operations, enabling advertisers to match advertisements with appropriate content without relying on personal data collection.
The partnership renewal reflects broader industry consolidation around comprehensive technology platforms that span multiple audio formats and distribution channels. Publishers increasingly seek unified workflows for multi-format content creation, distribution, and monetization rather than managing separate systems for streaming, podcasting, and video. Triton's platform architecture supports this unified approach while maintaining format-specific capabilities necessary for optimal performance across different content types.
Salem Media Group operates radio stations across multiple formats and maintains significant presence in major markets nationwide. The broadcaster's Christian Teaching and Talk stations partner with leading Christian communicators, while its Conservative News Talk stations provide commentary and analysis on political developments and cultural trends. Contemporary Christian Music stations, Spanish-language programming, and other formats round out the portfolio.
The company's digital media properties extend beyond radio broadcasting to include websites, mobile applications, newsletters, and social media channels. Salem's multimedia approach enables cross-platform content distribution and audience engagement that supports both editorial mission and commercial objectives.
Industry forecasts suggest continued growth in programmatic audio advertising as platforms develop more sophisticated targeting capabilities and measurement methodologies. The integration of video podcast consumption data into standard metrics reflects the multi-platform reality of modern content consumption, where audiences move seamlessly between audio-only and video-enhanced experiences based on context and preference.
The competitive landscape within audio advertising has intensified as major technology platforms invest heavily in infrastructure supporting automated transactions and advanced targeting. Traditional broadcast radio companies face pressure to digitize operations while maintaining revenue streams from legacy advertising relationships. Salem's partnership with Triton provides the technical foundation necessary to compete effectively in this transformed marketplace.
The broadcaster's format diversity creates distinct advantages within programmatic marketplaces. Advertisers seeking to reach conservative audiences can access Salem's News Talk stations and podcasts, while those targeting Christian consumers engage with Teaching and Talk programming. Contemporary Christian Music formats attract younger demographics, while Spanish-language content provides access to Hispanic audiences across multiple geographic markets. This format portfolio enables sophisticated audience segmentation strategies that align with advertiser targeting objectives.
Measurement standardization represents a critical development for audio advertising growth. The IAB certification that Triton's Podcast Metrics carries addresses longstanding industry concerns about data reliability and comparability across publishers. Advertisers have historically struggled to evaluate podcast performance against other media channels due to inconsistent measurement methodologies and self-reported data. The standardized approach enables apples-to-apples comparisons that facilitate budget allocation decisions across television, radio, digital display, and podcast channels.
The YouTube measurement integration specifically addresses platform dynamics that have reshaped podcast discovery and consumption. Research indicates that 70% of Generation Z listeners find podcasts through YouTube recommendations, fundamentally altering how content reaches new audiences. Traditional podcast directories and player applications no longer represent the exclusive discovery mechanism they once did. Publishers that fail to measure and optimize for video podcast performance risk underestimating their true audience size and missing revenue opportunities.
Salem's partnership with Triton Digital positions the broadcaster to capitalize on these trends through technology infrastructure that supports current operations while enabling future format evolution. The decade-long relationship between the companies provides foundation for continued collaboration as audio advertising markets mature and audience behaviors shift across digital platforms.
The renewable agreement structure allows both companies to adapt technology implementations as industry standards evolve and new capabilities emerge. This flexibility proved valuable throughout 2025 as video podcasting transitioned from experimental format to mainstream distribution channel. The partnership model enables Salem to access cutting-edge capabilities without maintaining internal technology development teams focused on advertising infrastructure.
Publisher partnerships with technology vendors like Triton have become increasingly common as the technical requirements for competitive participation in programmatic marketplaces exceed the capabilities most individual broadcasters can develop internally. The platform consolidation trend reflects economic realities favoring specialized technology companies that spread development costs across multiple publisher clients rather than duplicating efforts within each media organization.
Triton's global footprint provides Salem with access to best practices and technological innovations developed across international markets. The company operates in more than 80 countries, enabling knowledge transfer and capability sharing that benefits individual publisher partners. Features developed for European privacy regulation requirements, for example, become available to U.S. publishers as domestic regulations evolve to match international standards.
Who: Triton Digital, the global technology and services provider to the digital audio, podcast, and broadcast radio industries, renewed its partnership with Salem Media Group, America's leading multimedia company specializing in Christian and conservative content. Key executives include John Rosso, President and CEO of Triton Digital, and Jamie Cohen, Chief Digital Officer of Salem Media Group.
What: The renewed agreement expands Triton Digital's technology partnership with Salem Media Group to include Podcast Video Metrics for YouTube, the complete Sounder product suite for audio intelligence, and continued support for streaming services, podcast services through Omny, audience measurement via Webcast Metrics, Podcast Metrics, and Demos+, along with both direct and programmatic monetization strategies.
When: Triton Digital announced the partnership renewal on January 13, 2026, extending a relationship that began over a decade ago with enhanced capabilities for the evolving digital audio landscape.
Where: The partnership spans Salem Media Group's operations across 91 radio stations nationwide, including major markets throughout the United States, and extends across all digital platforms where Salem distributes streaming, podcast, and video content.
Why: The renewal addresses fundamental shifts in audio content consumption, including the rise of video podcasting, the need for advanced audience measurement and demographic targeting, brand suitability requirements, and the expansion of programmatic advertising capabilities. The partnership enables Salem to better understand its audiences, deliver content across multiple platforms, and maximize revenue through both direct sales and automated advertising channels while maintaining IAB-certified measurement standards that provide advertisers with transparent, reliable audience data.
