Triton Digital, a global technology and services provider, is integrating with Amazon Publisher Services (APS) to expand access to interactive and premium audio ad inventory for Amazon DSP advertisers.

This integration enables audio ads on Alexa-enabled devices to appear across shared APS and Triton Digital publishers. Interactive audio ads is a creative format that can be used to request more information, set reminders, or even add items to an Amazon shopping cart without leaving the streaming platform.

The deal means advertisers are tapping into Triton Digital's Audio Marketplace, which boasts over 100 billion audio impressions per month.

John Rosso, President and CEO of Triton Digital, praised Amazon's influence in the advertising space. "Amazon has had a long-lasting impact in the advertising space, introducing new ad formats and delivery vehicles that have transformed the audio industry," he said. "We're delighted that APS has invited Triton Digital technology to provide interactive audio ads to shared publishers and are confident in its enhancement of the listener experience."

The integration comes at a time when the effectiveness of audio ads is increasingly being recognised. According to a study by Amazon Ads and Kantar, audio streamers are 75% more likely to respond to an ad when the ad has a voice-command. Kantar also found interactive audio ads achieve 1.3x higher consideration and 2.3x purchase intent when compared with standard audio creative.

Steve Rabuchin, VP of Third-Party Supply at Amazon Ads, expressed his excitement about the integration. "We're excited for publishers that use Triton Digital and APS to make their quality content more easily available to advertisers using Amazon DSP," he said.

Operating in more than 80 countries, Triton Digital provides technology that enables broadcasters, podcasters, and online music services to build their audience, maximise revenue, and streamline their day-to-day operations. This integration with APS is likely to further enhance Triton Digital's global reach and influence in the audio advertising industry.