GateHouse Media partners with Triton Digital

Partnership will enrich online properties with on-demand audio

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GateHouse Media LLC has announced a partnership with Triton Digital, the global technology and services leader to the digital audio industry. Through this partnership, GateHouse Media will utilize Triton Digital's programmatic audio advertising marketplace, a2x, as well as its market-leading SSP, Yield-Op, to monetize curated collections of audio clips and podcasts across online properties. The partnership will provide advertisers through Triton's a2x marketplace with access to GateHouse Media's 43 million unique online visitors per month.

"Triton Digital's intuitive technology, knowledgeable team and unparalleled support makes them the perfect partner to power this innovative digital audio strategy," said Rob Connelly, director of digital audio at GateHouse Media. "The aggregation of local news, high school sports, division one sports and political audio coverage into collections will provide our online audience with organized, easy-to-consume content, and advertisers with one-stop access to a highly-engaged, targeted and community-focused audience."

"The integration of digital audio into online news stories will undoubtedly provide a rich, unique and increasingly engaging experience for consumers of that news," said Stephanie Donovan, senior vice president, publisher development, North America, at Triton Digital. "We are proud to expand our support of GateHouse Media's digital audio strategy, providing them with the tools and technology they need to seamlessly connect advertisers with this engaged and growing audience."

In 2017, GateHouse Media reporters from across the country began curating audio content for embedding into its online news stories, including news actualities, recorded interviews, point of view soundbites and podcasts from its star reporting talent. The infusion of audio content into online new stories has resulted in a more holistic and dynamic experience for local news consumers, and a unique opportunity for advertisers to reach this audience in a native, meaningful way.

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