For an overview of the Lineups feature see the article Podcast Metrics Lineups, Explained.
"Stewardships" are Lineups, but with a different type of partner receiving your data. With a standard Lineup, you share your Download and Listener metrics directly with a single agency. With Stewardship Lineups, you share your metrics with partner companies that in turn share your Lineup metrics with multiple agencies.
How does the Stewardships feature work?
Triton ingests and collates your podcast measurement data. In Podcast Metrics you create groupings of your Podcasts called "Lineups." You choose which of these Lineups to share and which Stewardship partners you wish to share with. (Currently there is only one Stewardship partner available, Strata.)
Once you share your Lineup with Strata, your Lineup data will be presented in the Strata buying platform, which is used by approximately 1100 agencies across the United States, primarily to buy radio spots. Buyers at these agencies can then see your podcast metrics in a buying platform that they are already familiar with; the same platform that they are already using to buy radio spots. If these buyers want to initiate a buy, they will contact your sales team via the Strata platform.
In addition to showing potential Podcasting audio buys in a familiar platform, there is the added benefit of Triton being an impartial third party. Triton collects and supplies the metrics automatically, so there is no scope for inflation or manipulation of figures. This gives agency buyers confidence in your podcast metrics and in your podcast inventory. Demonstrating that you have the confidence in your performance to expose your data directly to agencies is good for building trust and for building a strong relationships with those agencies.
How can using Stewardships lead to more advertising revenue?
Podcasts are a hot topic within the audio advertising industry, but purchasing podcast inventory can mean approaching podcast publishers directly and relying on data supplied by the publisher to establish scale and reach. Some audio buyers are looking for a way to purchase podcast inventory that fits into their existing workflow and processes. Some are too busy to look outside of their existing workflows for new inventory and to evaluate that inventory themselves.
By making your podcast inventory available within the Strata platform, you dramatically increase your potential customer base with the exposure of your inventory to over a thousand potential buyers. Those buyers will have confidence in your metrics and will have a simple way to start the purchasing conversation via a platform they already use and understand.
To discuss the implementation of Triton’s Line-Up feature, please contact your Triton Digital Publisher Manager or Client Success Manager.
For more information on Lineups, see the Triton Metrics User Guide.