Reach Extension for Resellers

The essential steps for inventory resellers to use Reach Extension are:

• Work with Triton Digital to enable contract creation.

• Create one or more contracts with inventory owners.

• Create campaigns and flights that connect to the delegated flights created by the owners, using the contract as the link.

Using Reach Extension for Resellers

Before using Reach Extension you need to do the following:

• Contact Triton Digital to enable contract creation for Reach Extension.

• Create the advertiser in TAP to use in the reseller campaign that you create.

Step 1: Create a contract

• See Contracts.

Step 2: Create a Campaign and Flight to connect with the Owner by targeting the contract

1. Create a campaign.

2. Create a flight in the campaign. It can be a direct sold flight or a Programmatic guaranteed flight.

3. In the flight, create a targeting rule that targets the contract.

   

4. Click Create content targeting rule in the flight.

5. In the Reach Extension section, click Reseller Contracts to see a list of contracts you can target.

Once the flight is saved it is ready to match with an Owner flight that targets the same contract.

Tips for Resellers

• It is highly recommended that you discuss the details of the contract you are making with the Owner to ensure you both understand the inventory and what is being sold or resold.

• If the Owner does not already exist in TAP you need to provide the Owner’s company name and the country where they conduct business to your Triton Digital Customer Success Manager or Publisher Development Manager, who will create the Inventory Owner profile and make it available for contracts.

• If you also own stations with inventory, as well as being a Reseller, you can target your stations in the same flight where you target the contract; however, the targeting rule should be set up as an OR rule, not an AND rule. As a result, the flight can deliver on both the reseller contract and your stations/podcasts.

  

• You must explicitly select a contract in Content Targeting in order to target the contract.

Reseller Forecasting Limitations and Workarounds

Triton Digital is working to correct the situation described below as quickly as possible. Watch for updates.

Currently, forecasting for Resellers only considers impressions delivered on the contracts. As such, forecasting will show either no data or erroneous data if a contract is inactive (i.e., it has not yet been used in a campaign, or has not delivered impressions in the past 28 days).

Below are two workarounds that should help you get good forecasting data under these circumstances.

Example for these Workarounds

For forecasting an Inactive Contract:

• A Reseller has 10 separate contracts with a single Owner.

• To date, only two of these contracts have been used to deliver impressions.

• The Reseller is now preparing a proposal for an advertiser, intending to run the campaign against one of the eight remaining contracts that have no prior activity.

• To finalize the proposal, the Reseller needs to determine how many impressions this specific unused contract can support.

• However, because no impressions have been delivered under this contract previously, the forecasting tool returns no data (empty results), making it difficult for the Reseller to estimate available inventory.

Workaround 1: Use Owner’s Avails Data

This workaround is quick and easy but it relies on you getting data from the Owner when you need it.

When you are preparing to sell inventory against a specific contract, take the following steps:

• Reach out directly to the inventory Owner to request current availability (avails) for the contract.

• In your request, include all relevant details to help the Owner provide an accurate estimate:

  • Contract Name.

  • Ad Position (e.g., Pre-roll, Mid-roll, Post-roll).

  • Geolocation / Region.

  • Target Month(s) or Campaign Dates.

  • Any targeting criteria you might need to fulfill the proposal with the advertiser (e.g.,  station/podcast specific, device).

• Wait for the Owner's response, with their estimated available impressions that match your criteria.

• Use this Owner-provided data to inform your proposal to the advertiser and ensure alignment with available inventory.

Workaround 2: Use Excel to Calculate and Estimate

This workaround requires more effort, but provides more autonomy.

During the negotiation with the Owner, ask for an estimated number of impressions per contracts broken down by:

• Month

• Position

• State

• Any other breakdown, based off how you typically sell (per podcast categories, stations, geo locations)

Carry this information over to an Excel spreadsheet.

Manually track and deduct available impressions for inactive contracts based on estimates provided by the Owner, as described below.

Step 1: Spreadsheet Structure

Create a table with the following columns:

Contract Name | Month | Position | Region | Estimated Impressions | Booked Impressions | Remaining Impressions

Step 2: Populate Owner Estimates

During your negotiation:

• Ask the Owner to provide monthly estimates for each contract, broken down by:

  • Month.

  • Position (e.g., Pre-roll, Mid-roll).

  • Geo Location(e.g., US, UK, NY, BC).

• Fill in the Estimated Impressions column accordingly.

Step 3: Deduct Booked Impressions

Each time you book a campaign against a contract:

1. Locate the correct row (match on Contract Name+ Month + Position + Region).

2. Add the number of booked impressions into the Booked Impressions column.

   1. If you already have a booked impression number, add an equal sign at the beginning and plus sign at the end, then enter the new booked impression number. E.g.:  =100000+50000

3. The Remaining Impressions will auto-update using the formula:
   = Estimated Impressions - Booked Impressions

Optional Enhancements

• As per the example above, create separate tabs per owner, even per content type, to prevent errors.

• Conditional Formatting: Highlight rows in red when remaining impressions fall below a threshold (e.g., < 10,000).

• Pivot Table: Summarize remaining inventory per contract or region.

• Validation: Use data validation drop-downs for standardized entries (e.g., positions, regions).

• Protect Sheet: Lock formulas to avoid accidental overwriting.