WPP-owned Xaxis is advancing digital radio buys by enabling real-time bidding, writes Tim Peterson. The company is partnering with Triton Digital to allow advertisers to target listeners tuning in to distant stations with local ads. Triton Digital last week announced a partnership with eXelate to add more user data to its platform, meaning Xaxis can combine that data with its own data management platform so advertisers can "connect their digital audio buys with their online, social, mobile and video campaigns to measure performance across channels," Peterson writes.
Xaxis brings real-time bidding to online radio advertisers
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