Dive summary: 

• Xasis, in a partnership with Triton Digital, allows advertisers to target specific users unlike before when digital radio ads were often missing the target market. 
• The partnership utilizes the audio inventory that Triton Digital has access to including Pandora, Cox Communications, NPR, ESPN Radio, and Slacker Radio. 
• The plan will utilize real-time bidding, or RTB, to allow media buyers to purchase ads on the fly targeted to specific users. 

From the article: 

"Last week Triton Digital had announced a deal with data platform eXelate to that will see data around consumers’ purchase intent, household demos and behavior blended into Triton’s ad platform for ad targeting. Xaxis will be able to use that data in addition to the data housed in its own data management platform (DMP). Because Xaxis Radio plugs into Xaxis’s DMP, advertisers will able to connect their digital audio buys with their online, social, mobile and video campaigns to measure performance across channels."