The podcast wars will come down to ad tech, not exclusive content

Photo by Alix Diaconis / The Verge

iHeartMedia, the company behind podcasts like Stuff You Should Know and hundreds of radio stations across the US, announced today that it’s spending $230 million to acquire a platform many people outside the audio industry have likely never heard of: Triton Digital.

Triton Digital specializes in audio ad technology, particularly for live radio broadcasts and podcasts. The company is able to insert ads dynamically, meaning they’re tailored to the individual listener on the fly, and create its own podcast rankings based on access to third-party podcast networks, like NPR. Essentially, iHeart can now take on an even bigger role in the audio advertising space, both in selling and programming ads.

This news suggests ad technology will…

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