Mirchi Partners With Triton Digital To Power Its Audio Streaming And Podcast Strategy

Triton Digital, the global technology and services leader to the digital audio industry, announced a partnership with Mirchi, India’s no. 1 music and entertainment company, owned by Entertainment Network India Limited.

Through the partnership, Mirchi will leverage Triton Digital’s suite of advertising measurement and podcasting technologies for content delivery, audience measurement, and monetization across all its audio streaming and podcast inventory, creating new opportunities for advertisers to reach listeners across its digital platforms, including the recently launched Mirchi app.

“As leading global media company, we needed a flexible, state-of-the-art solution that could enable our app and digital audio platform to scale up and keep up with demand,” said Unit Tyagi, Chief Digital Officer at Mirchi. “Triton Digital’s innovative technology helps us to better manage our audio content, measurement and advertising across direct and programmatic in a seamless, unified manner to provide our global customer base with the best listening experience possible.”

Mirchi powers audio content from India to help listeners across the globe access their favorite FM stations and podcasts, regardless of their location. Through Triton Digital’s Supply-Side Platform (SSP) and Advertising Platform, Tap, publishers can manage demand and optimize yield for every audio opportunity, as well as streamline their advertising traffic to maximize revenue. Triton Digital’s trusted audio and podcast measurement tools provide publishers with audience insights and advertisers with consistent and accurate third-party metrics so they can make informed decisions around advertising spend.

“At Triton Digital, our goal is to provide publishers with the technology to power innovative listening experiences for audiences across the globe,” said Aditya Summanwar, Director, Market Development, Triton Digital. “We look forward to supporting Mirchi with our cutting edge and comprehensive suite of audio technologies to help them expand their audience and grow revenue.”

The partnership further demonstrates Triton Digital’s commitment to provide technologies that enhance the streaming audio market in India, which is expected to cross $870 million USD by 2025.