MRC Accreditation for Triton's 'Webcast Metrics Local'

In the US, radio industry technology provider Triton Digital has received Media Rating Council (MRC) accreditation for its Webcast Metrics Local (WCML) measurement product.

The firm (previously known as Ando Media), which formed following an acquisition in 2009, provides digital services to the traditional and online radio sector. In 2011, the company received MRC accreditation for its Webcast Metrics National audience measurement platform, and it now has the same approval for the WCML market-specific version of the product.

WCML enables agencies and advertisers to evaluate relative audience scale within specific markets, and provides traditional audio metrics; average quarter hour (AQH), AQH rating, and cume, so that ad buyers can evaluate the entire audio marketplace with the same set of metrics. Webcaster Pandora is the first customer to integrate the solution.

Triton Media COO Mike Agovino (pictured) comments: 'Webcast Metrics Local is becoming the currency for digital audio advertising at the local level. We anticipate the combination of MRC accreditation with Pandora and new publisher additions will further accelerate the growth of the digital audio ad marketplace.'

Web sites: www.tritondigital.com and www.mediaratingcouncil.org .