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Triton, eXelate to offer targeted streaming radio spots

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Los Angeles—Marketing management company Triton Digital has teamed with digital analytics company eXelate to deliver online radio spots based on listeners' Web browsing behavior. Triton will deliver streaming spots for online radio based on data and insight on listeners' purchase intent signaled online, as well as household demographics and “behavioral propensities,” the companies said in a statement. In addition to behavioral data, eXelate uses customer data from such companies as Nielsen and Bizo. The companies said this is the first streaming ad service using online behavioral data and will provide radio with “new digital dollars that haven't been tapped before.”
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