Reasons for feeding your podcast data to Triton

Triton's extensive suite of podcast measurement tools and features continues to evolve. If you host your podcasts on Triton's Omny Studio platform, you can easily make use of these browser-based podcast measurement tools. However, you can use those tools even if you host your podcasts on a different platform.

This article outlines the high-level features of those products. It begins by explaining what you need to do in order to use the Triton podcast measurement products if you are not an Omny Studio user.

Supplying Triton with your podcast measurement data

If you are not using Omny Studio, you must supply Triton with download log data from your podcast host platform. We need individual download-level data, where one record or row in the data is equivalent to one download of your podcast by a listener. If your host platform offers this level of data access, it's likely they will be able to include most or all of the metadata that we need in order to fully employ our metrics and measurement products. (If your host platform don't seem to offer this level of data access, it's worth asking about; some providers do offer this even if they don't explicitly list it as a feature in their product information.)

Setting up the automated transfer of this data from your podcast host to your data environment, and then to Triton, can be undertaken in several different ways. Generally, a cloud-based storage and transfer solution such as Amazon S3 is best. We can discuss options with you and advise on the best methods depending on your host platform and current storage infrastructure. If you don't have any such current storage infrastructure, don't be put off -- our implementation specialists can help you set up a sufficient data storage solution quickly and (usually) easily.

Once we have established a frequent and automated process for receiving your podcast download data, Triton uses that data to populate our podcast measurement products and tools to help you understand the demographics of your listeners. You can then use these tools to undertake many different types of analysis, as well as to participate in our public podcast ranking reports, and to generate more leads with agencies and buyers. Below are short summaries of the Triton products that enable these capabilities.

Metrics & Measurement

Our flagship Podcast Metrics platform allows you to filter, slice, and aggregate your podcast data in many ways, giving you the power to undertake in-depth reporting and analysis on your podcast measurement data that is typically not possible with the standard exports provided by podcast host platforms. The metrics of Downloads, Listeners (Unique Listeners), and Downloaded Hours can be filtered and grouped across a large number of dimensions such as Geographical (Country, DMA, MSA, Market), Device (Individual device make and model, type/family, different Player types), Listener-facing distribution platforms (e.g. iHeart, TuneIn, etc.), Genre/Format, Episode titles, and dates.

Ranking

Once we are set up and receiving your data, you can opt to appear in our podcast publisher- and show-ranking reports. We call these Podcast Reports. They are geographically focused rankings of podcast publisher networks and individual podcasts that show your scale versus the competition in different countries and areas: USA, Netherlands, Australia, New Zealand, and LATAM.

At the publisher level, the reports show the number of active podcasts, number of average weekly downloads, and number of average weekly listeners. By individual podcasts, the reports only show the number of episodes published in the given period, a rank position, and a change in rank position since the last report.

Our Podcast Reports are a trusted source of reference for advertising buyers, so including your organization in these rankings is a good way to gain exposure and to have your scale and reach presented accurately against the competition by an impartial third-party measurement company, potentially leading to more ad buys.

Agency Exposure

Our Lineups tool allows for metrics from individual shows or aggregated shows to be exposed to participating advertising agencies and also to the Strata agency marketplace. The aim is to provide agencies with trusted impartial data on your download and listener numbers directly from Triton. It gives agencies comfort in the numbers by removing the publisher from the process of supplying them. That said, you decide exactly which of your shows you want to include in a Lineup; for example, all of your organization, or based on genre, or shows that have similar demographic profiles in their listenership, or even just a single flagship show.

You can further filter a Lineup geographically if required. You then decide which agencies from our list of partners you would like to share the Lineup with. Once shared, agencies receive Download and Listener numbers for that Lineup via their own Triton user interface. The numbers are always available to the participating agencies, informing their buying decisions and building confidence in your download and listener metrics due to the impartial and automated nature by which the metrics are provided to them.

Audience Demographics

Triton's Demos+ tool provides demographic profiles of your listeners at the individual listener level (not just household level), with reports provided for individual podcasts, groups of your podcasts, or your entire organization in aggregate.

Potential uses of this tool include: to create stock pitch deck material for your sellers on the composition, spending intent, and media consumption habits of your listener base; to find new potential customer categories in your listener base; and to supply post campaign reports on the people that actually downloaded and heard the episodes where advertisers placed their ads.

Triton uses data from large sample size surveys together with thoroughly tested inference methodologies to apply this data to your shows. The resulting profiles show many different demographic slices for your individual shows, groups of shows, or entire network: gender, age, education, employment status, income brackets, ethnicity, marital status, political leanings, purchasing intent across a range of categories, and other media consumption.

This rich data set can be sliced and exported to power your models and reporting, and can be accessed via our API for automated ingestion into your data environment.