The Triton Digital podcast service is a content delivery network (CDN) and ad server combined into a single platform to dynamically stitch pre-roll, mid-roll, and post-roll audio ads directly into podcast episodes. This FAQ will answer some of your questions about the service.
FAQ
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What is the Triton Digital Podcast Suite?
The Triton Digital Podcast Suite is a combination content delivery network (CDN) and ad server with metrics. It's an integrated solution for streaming and monetizing podcasts through targeted ads. It does not incude a content management system (CMS) and file hosting, but we currently partner with some of the top CMS and hosting providers and are working on expanding our partnerships.
In a nutshell, we link the podcast's CMS with Triton Digital's CDN and the Tap advertising platform so that targeted ads are stitched into the podcast file when the file is requested. Regardless of whether the podcast is streamed on-demand or downloaded as a file, it is stitched on-the-fly to seamlessly deliver timely, targeted ads.
Our objective is to make it easy for you to monetize podcasts by setting up targeted pre-, mid-, and post-roll advertising with metrics that let you see how your podcasts are performing.
What CMS platforms does the Triton Digital Podcast Suite work with?
We currently have integrations with Omny Studio, Blubrry PowerPress, and third-party or other homemade CMS platforms. We are working on expanding this list, and are open to custom CMS integrations.
Can I use Tap Podcast to monetize my podcast without moving the file delivery over to Triton Digital?
No. Tap Podcast relies on our MediaCaster streaming servers to work. You can continue to make the podcasts available on iTunes, Stitcher, and others, but file delivery must go through Triton Digital.
Who can use the Triton Digital Podcast Suite?
The Triton Digital Podcast Suite is designed for broadcast- and enterprise-level podcasters who already have advertising sales and trafficking teams.
What is Tap Podcast?
Tap is the Triton Advertising Platform (Tap), Triton Digital's powerful system for streaming and on-demand advertising campaign management and delivery. Tap Podcast includes features to work with podcasts.
Specifically, Tap brings the most flexible and feature-rich audio advertising campaign management platform there is to your podcasts. It gives you the ability to:
- Have multiple campaigns targeting a single podcast;
- Target multiple podcasts from a single campaign;
- Start, pause, and end campaigns whenever you need to;
- Stich in pre-, mid-, and post-roll ads;
- Target listeners according to location, aggregator, custom Triton tags, etc.
How does targeting work with podcasts?
Targeting for podcasts works the same way it does for live streaming; the file request can include basic listener information such as IP address and user agent, and more advanced targeting criteria such as demographic or distributor can be added by integrating our SDK or by including query parameters in the URL. You can even create customized "Targeting Tags" (TTags ) in which your CMS can declare parameters that you define, and are matched with targeting parameters that you set in your Tap Podcast campaigns.
How are targeting and monetization applied when using Omny Studio as my CMS?
Targeting and monetization settings in Tap Podcast are applied at the Podcast level in Tap Podcast, which is the Program level in Omny Studio.
Monetization happens at the Podcast level in Tap (which is the Program level in Omny Studio). “Podcast” Monetization settings in Tap apply to all podcasts within the Omny Studio “program.”
Can the ad campaigns be changed at any time?
Yes! Tap is very flexible; you can change the campaigns whenever you like. For example, during a holiday season you can switch to holiday ads and switch back when the holiday is over. Note, however, that once a listener downloads an episode, the ads cannot be changed. (See the next question for more information.)
Can the ads be changed once a listener downloads a podcast?
No. Once a podcast is downloaded, the ads are already stitched in and the audio file is out of your hands, so you cannot change the ads, the same way you can't go back and edit a podcast that has already been downloaded.
Are ads handled differently for downloads versus on-demand streaming?
No. Ads are stitched the same way, regardless of whether the podcast is downloaded or streamed on demand.
Can I continue to publish my podcasts on iTunes?
Yes! The same applies to other podcast distributors but with some stipulations or limitations.
What is "Podcast Attribution?"
Podcast Attribution refers to the process by which ad impressions and conversions can be attributed back to the podcast source. Not all attribution partners work the same way; the Triton Digital document Podcast Attribution 101 provides insight into some of the nuances involved, including the importance of supporting IP addresses with attribution tracking and how best to configure a campaign for attribution. (Read it here: PDF.)
What do I need to know about Podcast Music Rights?
Obtaining the rights to use music in podcasts can be a complex process. Some broadcasters have been getting into trouble with rights holders because they failed to understand these complexities and to properly secure the rights to use the music.
This Podcasting FAQ item does not contain legal advice. It's just a reminder that you should confer with your own legal counsel as to the best way to proceed with music licensing with your podcasts.
To get you started on that conversation, we suggest you read this blog post by leading broadcast law attorney David Oxenford: Using Music in Podcasts – Talk to the Copyright Holders – Why You Can’t Rely on Your ASCAP, BMI, SESAC and SoundExchange Licenses.
The blog post doesn't necessarily cover the full range of issues, but it's a good starting point for the analysis you'll need to do with your own legal counsel.