Triton Digital and Optable Case Study on UID2 Activation

This case study documents the collaboration between Triton Digital and Optable to develop an identity technology solution aimed at enhancing addressability for audio publishers. The integration of Triton’s Audio Supply-Side Platform (SSP) with Optable’s ID Switchboard facilitated the implementation of The Trade Desk’s Unified ID 2.0 (UID2). The partnership resulted in a 26% increase in average daily programmatic spending and a 2.4 times higher inventory fill rate for UID2 traffic. The objective was to implement tools that support extended user identifiers while ensuring compliance with privacy regulations. The study outlines how Triton integrated with Optable’s Identity Solution Platform to efficiently generate extended user identifiers and streamline data integration for its publisher clients, including iHeart Media and Bell Media. Additionally, it describes the technical infrastructure required to manage and integrate multiple identity frameworks securely. The findings illustrate the significant impact of advanced identity solutions on programmatic revenue growth in the audio publishing sector.