LOOKING AHEAD: Triton Digital Execs Provide Insights as to Market Direction in ’25
Executives from Triton Digital – a global technology and services leader to the digital audio, podcast, and broadcast radio industries – are providing TALKERS readers
with their insights into how audio marketing spending will evolve, how YouTube is impacting the podcasting industry, the growth of contextual targeting tools, and more for the coming year:
• Sharon Taylor, EVP podcast and content delivery: Brands and publishers will respond to a heightened focus on brand suitability by adopting tailored, podcast-specific solutions that integrate contextual curation tools.
These tools will not only proactively guide brands on optimal content alignment but also streamline ad buying processes through automation and data-driven insights, reducing the need for extensive manual intervention. This approach will power precise content targeting and scale reach effectively, all while ensuring brand messages align seamlessly with the right contexts and audiences.
• Stephanie Donovan, chief revenue officer: The global advertising industry will exceed one trillion dollars by year’s end and is poised for continued growth in 2025, fueled by economic expansion across the United States, Australia and regions like Europe and Southeast Asia.
Digital audio marketing spend worldwide will increase 10% next year, in part due to key drivers including the rise of contextual targeting, allowing advertisers to immerse their message within relevant content, and utilizing the growing versatility of dynamic audio insertion to make scaling campaigns more efficient. Additionally, the rapid growth of influencer marketing on TikTok and X is cooling, with marketers increasing spend on podcasts where creators can cultivate more meaningful audience connections. This growth in audio spending will heighten the insistence for transparency as advertisers demand greater visibility into performance metrics and content alignment to ensure trust and accountability. This convergence will solidify audio’s position as a successful channel for integrated marketing strategies worldwide.
• Daryl Battaglia, SVP measurement: In 2025, the number of podcast listeners will grow at a faster rate than in previous years.
While podcasting will remain fundamentally audio-first, driven by convenience and flexibility, consumers now have more options for how they discover and consume content. YouTube is bringing in new, first-time podcast consumers with a different audience profile. In some cases, they are watching shorter length content or on additional devices other than mobile. Informed by insights about their audience, publishers and creators will be able to deliver an engaged experience across listening platforms and devices, and grow reach.
• Ben Masse, chief product officer: The audio advertising industry will integrate AI more into their tech stack to scale campaigns and audience targeting.
More specifically, the focus will be on enabling humans to automate tasks so they can focus on strategy. AI will be leveraged to drive more effective and efficient spending, including helping achieve yield for publishers and meaningful campaign outcomes for advertisers, as well as content analysis and audience insights. This tech shift will put a bigger emphasis on having robust data-backed insights on audiences, content, and campaign performance.
• Emanuele Rampichini, head of engineering: The podcasting industry will see publishers increasingly diversify into subscription-based revenues and build deeper relationships with dedicated audiences while reducing reliance on traditional ad models.
This approach will be particularly transformative for long-tail podcasters and creators with smaller followings, offering a sustainable revenue stream that can be both a growth and retention strategy. For creators with niche audiences, subscriptions provide a viable alternative to ads and ensure the lion’s share of the revenue goes directly to the creator. As platforms invest more in these tools, creators will be able to engage directly with their subscribers through integrated communication features and eliminate the need for third-party tools. This evolution promises to empower indie creators by streamlining their workflows and enhancing their ability to cultivate loyal audiences.
• Rebecca Dalby, vice president of demand: The demand for precision in audio advertising is growing, making nuanced and contextual targeting more essential than ever.
As advertisers prioritize accurate audience engagement, the shift toward contextual targeting is gaining significant traction. This trend is expected to drive more ad dollars into solutions that deliver measurable results. Innovative technology that amplifies the ability to connect with highly specific audiences at scale and helps meet advertisers’ evolving expectations will win. For publishers, this surge in demand for targeted ad placements unlocks exciting opportunities to expand inventory and enhance reach through strategic partnerships within digital audio networks.



The free 3-hour, 1-hour, 25- and 30-minute radio specials are hosted by long-time WMAL, Washington, DC radio personality Larry O’Connor and feature stories of our nation’s heroes, the families who serve by their side, and how Fisher House plays a role in their journey. This program is appropriate for the entire Christmas, Hanukkah and New Year season and is a fitting and inspirational holiday programming alternative for all formats. The show features interviews with wounded warriors and veterans including heroes from Operation Enduring Freedom, the Vietnam War and an incredible, emotional story of one of America’s World War II living legends. Listeners will hear their stories fighting for our freedoms, the injuries and illnesses they endured. and the welcoming homes Fisher House provides for them and their loved ones while they go through their painful and painstaking recoveries. Fisher House Foundation provides a home away from home for families of patients receiving medical care at major military and VA medical centers. For more information on this radio special, available cash and barter free, contact TALKERS Heavy Hundred member Larry O’Connor at 562-665-9537 or 

Las Vegas-based, nationally syndicated (TMN) talk radio star, Daliah Wachs, M.D. continues her philanthropic ways. Each year, Opportunity Village holds its Magical Forest event in Southern Nevada that runs from Thanksgiving through the New Year. Opportunity Village helps those with intellectual disabilities and their families through enrichment, empowerment, and employment programs and services. Sponsors decorate a tree that comprises a huge beautiful magical forest, one of their largest fundraisers to fund their programs and employment placement. Wachs (pictured above with her “medical tree”) tells TALKERS, “It’s super cool and our show has helped support their mission for years. We create a medical tree with an EKG sign and it’s one of our favorite local charities we support.” Wachs is a member of the TALKERS Heavy Hundred and a past recipient of the TALKERS Humanitarian of the Year award.
A grim day. They fired the whole band. You know who “they” are! Bloated management. The future of radio… ruined!
Noted real estate industry figure and radio personality Suzanne Miller, the founder of Empire State Properties and host of “The Miller Report,” was honored last night (12/11) in a dazzling awards party featuring speakers, food, music, and dancing in the Manhattan offices and studios of WABC Radio. The event brought together New York media luminaries, and close friends of Miller for a night, in a packed room, celebrating not only her accomplishments but the resilience and vibrancy of the city she loves.
Kylie Kelce, wife of former Philadelpia Eagles star Jason Kelce, sister-in-law of Kansas City Chiefs star (and Taylor Swift boyfriend) Travis Kelce, mother of three (with a fourth on the way), and Dunkin’ Donuts enthusiast, can add another descriptor to that incomplete list: No. 1 podcast host. Wickman writes, “I suspect Rogan will be back in first place soon, but for now, this ranking reinforces the Kelce family’s cultural dominance. (‘If everyone’s going to be talking about me and my family, you might as well hear it from me,’ she says in the show trailer.)” Kelce’s husband Jason and brother-in-law Travis host the popular “New Heights” podcast. The inaugural episode of “Not Gonna Lie,” featuring “It’s Always Sunny In Philadelphia” star Kaitlin Olson as a guest, was published on December 5, with new episodes planned to drop each Thursday. To read Wickman’s entire VF piece, please click 
Michael Harrison describes WISN as “one of talk radio’s pound-for-pound ratings champions.” The new programming lineup features well-known, highly rated show hosts who have decades of broadcasting experience and achievement in the Milwaukee market. “WISN is one of the great success stories in the radio industry over the past decade, in terms of both ratings and overall influence,” said Jeff Tyler, area president for HeartMedia Wisconsin. “We are confident that this latest evolution of WISN’s powerful lineup will meet and exceed the expectations of our listeners and our sponsors.”
The Cumulus Media | Westwood One Audio Active Group® conducted an analysis of six recent quarterly studies spanning Spring 2023 to Fall 2024.
After over three decades as a talk show host, I’ve come to appreciate one essential truth about this industry: there’s no one-size-fits-all formula for success. Program directors, executives, and consultants often believe their advice applies universally, but experience has taught me otherwise. The reality? Not every tip or trick works for every host—or every audience.
FOX Nation’s sixth annual Patriot Awards ceremony took place last evening in a sold-out event at the Tilles Center for Performing Arts in Brookville, New York on Long Island. Emceed by Long Island native and FOX News Channel’s top-rated primetime host Sean Hannity, the Patriot Awards honor and recognize America’s finest patriots, including military veterans, first responders and other inspirational everyday heroes. President-elect Donald Trump (pictured above) spoke at the event and was honored with the inaugural “Patriot of the Year” award. Introduced by Hannity, who presented the award, Trump delivered an upbeat address in which he outlined his goals, thanked FOX News and specifically praised Hannity for his friendship and service to the country.
He will report to Eddie Martiny, division president, iHeartMedia. In this newly appointed position, Lambert will work closely with the sales, programming and digital teams in the market and will also have direct oversight of the respective sales teams. “I have had the pleasure of working with Paul for over 20 years; I have witnessed him excel in numerous management roles and his track record has been remarkable. I am confident that Paul’s knowledge and leadership skills will allow iHeart Houston to continue its winning ways,” Martiny tells TALKERS. Lambert, a Louisiana native, has been working for iHeartMedia for the past 24 years and most recently served as SVP of Sales in Houston. He started as an account executive and rose through the ranks, working as local sales manager, general sales manager and director of sales. “Under Eddie’s leadership, iHeartMedia Houston has had an almost unmatched winning record. I’m honored to carry the torch on behalf of our wonderful clients and the amazing team of iHeart individuals who make magic happen every day!” said Paul Lambert.
Cumulus Media announced yesterday (12/5) that KCMO 95.7 FM and 710 AM, has added longtime Kansas City broadcaster Kevin Kietzman to the station’s weekday programming lineup with the launch of his new midday show, “Kevin Kietzman Uncanceled.” The program debuted this week and airs on KCMO Monday through Friday from 10:00 am-11:00 am. Kietzman is a well-known voice in the Midwest, having hosted his highly successful sports/talk radio show in Kansas City for over two decades. He is currently the host of the “Kevin Kietzman Has Issues” podcast, covering Kansas City news, sports, and politics. Donna Baker, regional VP/MM, Cumulus Kansas City, tells TALKERS, “Under Pete’s leadership, KCMO Talk Radio is one of the fastest growing stations in the Midwest. Kevin’s passion and commitment to his craft make him the perfect fit for the KCMO Talk Radio audience and our client partners.” Pete Mundo, KCMO PD and morning show host, commented: “During my years in Kansas City, we have delivered on our promise, ‘If it’s happening IN KCMO, it’s ON KCMO.’ There are few who have entertained and informed Kansas City listeners for over two decades like Kevin Kietzman. Kevin’s ability to engage fans, whether the topic of today is our Championship sports teams, the local news landscape, national politics, or the pop culture world, make him the ideal addition to KCMO Talk Radio.” Kevin Kietzman said: “It’s great to be back on radio but even better to be a part of something as exciting as KCMO Talk Radio, now on 95.7 FM. I’ve known Pete Mundo for years and absolutely nobody in KC media works harder or is more dedicated to serving listeners than Pete and the management team at Cumulus Media. It’s a sweet spot to follow his popular morning show where Kansas City listens every day to learn what’s going on throughout Missouri and Kansas.” Kietzman added: “These are historic times. Americans have spoken loudly that we are a free speech society, we have the most popular sports team in the world in our city, and I can’t wait to be back on air to talk about it all. I look forward to hearing from so many of you that have listened throughout the years. Let’s go!”
The network will also spotlight stories of resilience, activism, entrepreneurship, and community, with a focus on uplifting women in all walks of life. Among the first podcasts to premiere under the network is 