There are several different kinds of tags that can be used when publishing, monetizing, and measuring your content with TAP, TAP Programmatic, Omny Studio, and Sounder.
TTags
Custom Targeting Tags (TTags) were developed by Triton as a way to add information to some types of listener profiles in order to better target those listeners in TAP and TAP Programmatic. The targeting comes from settings in the listener's player or app (implemented via Triton SDKs), or from query parameters in ad requests. They can also be set in Omny Studio at the program or episode level, similar to content tagging, although it's important to note they are listener tags, not content tags, and as such they are used to trigger listener targeting in Tap.
Custom TTag targeting is designed for publishers that are able to modify their players to declare custom TTags (using the targeting parameter "ttags"). Be aware that forecasting for custom TTag targeted campaigns is only available via the optional Inventory Availability Forecasting report, and that measurement via Webcast Metrics and Podcast Metrics cannot report specifically on TTags.
Station Tags
Station tags are set by TAP organization administrators at the station/program level in the Settings UI. They function as content targeting tags, and are static, meaning all sessions or ad calls for a specific station/program will have the same set of station tags.
Cue Point Content Tags
Cue point content tags are used for live streaming content tagging. They can be targeted as content tags in TAP (just like station tags). They are dynamic, based on information passed via cue points in the stream, and can change over the course of a live streaming session. The tags target all live stream listeners at the same moment, since they are attached to the content and not the listener. For more information, see Using Content Targeting Cuepoints to Target a livestream Show and the "Content Targeting Attributes" section of the STWCue Detailed Metadata Guide (available from your Triton Digital Customer Success Manager).
Break Tags (a.k.a Ad-Marker Tags)
Break tags can be used with Omny Studio podcasts via clip edits, which are then targeted as content tags in TAP (just like station tags and cue point content tags). For more information, see Targeting Omny Ad Break Markers.
Contextual Tags
Sounder provides a customizable targeting tool that allows you to group audio content based on brand suitability, contextual categories, or other criteria. You can create, edit, and manage Contextual Tags within Sounder, leveraging data such as content classification and suitability to refine your targeting strategies. Contextual Tags provide a streamlined way to organize and access relevant content for effective advertising.
Tips for Using Tags
Triton supports other content tags in podcasting, via MP3 metadata. However, these are currently not supported by Omny Studio. If you are using a different podcast content platform connected with the Triton Podcast CDN and would like more information about these alternative content tags, please contact Customer Support.
Listener tags (TTags) and content tags (all other tags in TAP) are different, and are targeted differently in TAP.
For podcast measurement, "Lineups" can be used to aggregate the measurement of multiple programs together. Lineups are not targetable in TAP nor TAP Programmatic. For more information, see the Triton Metrics User Guide.
Be aware that Omny Studio program and clip tags are currently pushing Listener Tags (TTags) in the Triton Ad platform instead of Content Tags. To avoid confusion, you should select Listener Tags when targeting these program and clip tags in TAP for Omny-based podcasts.