If you spend any significant amount of time online, you're probably no longer surprised to visit a site and notice the display ads are relevant to your previous browsing. Say earlier in the day you were look at new cars online. Later you visit a unrelated website, and the ads you see all seem to be for the new Ford/Chevy/whatever.
Now Triton Digital has partnered with a company called eXelate to serve audio ads targeted to listeners based on previous web-browsing, "consumers’ online purchase intent,.. and behavioral propensities."
Here's how this departs from what we currently have: Targeted audio ads on Internet radio now are generally served based either on known demographic information (if a 34-year old woman in area code 54321 volunteers this demo info when registering with Pandora, for instance) or the context of the currently-served content (ads for trucks on a country music station, or ads for beer, or StubHub, on sports radio).
But now, as PaidContent explains, "the new data tools mean Ford might sell pick-ups after a teenybopper song because the company knows a listener was just looking at truck sites. Or Tampex may find occasions to pitch its products in the midst of a heavy-metal marathon."
PaidContent's coverage is here.