Macquarie Radio Network has joined a2x®, the premier programmatic audio advertising exchange which launched in Australia in June 2015. a2x is powered by Triton Digital®, a leading technology provider for the audio industry.

This partnership enables the programmatic purchase of online digital audio inventory available across Macquarie’s websites including 2GB, the number-one rated talk station, and Easy Listening 2CH.

a2x is the first audio advertising exchange that enables programmatic buying of targeted online and mobile audio inventory for advertisers, enhancing the ability to manage, buy and sell third party advertising campaigns. The platform’s automated, exchange-driven method of buying and selling ad impressions facilitates rapid and precise transactions, resulting in the highest price for publishers and the greatest efficiency for advertisers.

“We are thrilled to partner with Macquarie and include their audio inventory in the exchange,” said John Rosso, President of Market Development at Triton Digital. “Their radio stations attract a highly-engaged premium audience, which will add valuable impressions to a2x.”

“We’re always looking for new and innovative ways to monetise our digital audio ad inventory, “ said Richard Palmer, Head of Digital – Sydney at Macquarie Radio Network. “The ease and efficiency of programmatic buying combined with advanced data targeting made our partnership with Triton an obvious next step in our monetisation strategy.”