The agreement will see Triton Digital’s Podcast Metrics Demos+ tool added to Nielsen’s cross-media planning tool Nielsen Media Impact, which will seek to provide users with performance insights for podcast shows, networks and subnetworks.

Nielsen said the addition of Triton Digital’s podcast analysis tool into Nielsen Media Impact would aim to help users understand listener behaviour, as well as comparing podcast reach and targeting against other channels.

In addition, Nielsen will serve as the primary sales representative for Triton Digital’s podcast measurement tools in the US.

Rich Tunkel, managing director at Nielsen Audio, said: “Our collaboration with Triton Digital makes it easier for advertisers to evaluate and plan podcasts alongside, and with the same level of precision, comparability and confidence as other media channels.”

John Rosso, chief executive at Triton Digital, added: “Podcasting delivers a unique combination of scale, intimacy, and attention that few other channels can match.

“Together with Nielsen, we’re unlocking the value and capabilities podcasts deliver in a modern media plan.”