Quebec-based ad tech company and rep house M32 Connect has added new features to its offering to publishers, the ranks of which have grown both in Canada and internationally.

With the increase in audio advertising, both on content formats like podcasts and new platforms like voice assistants, M32 added support and tracking for audio ads to its platform.

M32’s platform is meant to help publishers optimize their data and various monetization sources, offering them a full view of their revenue sources, segmentation and, as of last summer, a new insights module to help them guide programmatic investments.

The platform, the company says, was always meant to be comprehensive and have a multi-platform approach, and the increasing importance of audio advertising was cited as the main reason for adding the new support.

M32 also signed new publishers to its platform, adding the websites from RNC Media Group’s properties, including Choi RadioX, 91.9 Sport, Noovo Gatineau and TVA Gatineau. It also brought on Ricardo’s website, specifically for marketing operations and programmatic monetization strategy. The recipe website from Ricardo achieves over two million unique visitors per month.

M32 also made moves to support its international development. The publisher’s platform now supports international currencies, and it has partnered with Viafoura to offer its programmatic solution to the content engagement and moderation company’s partner websites in the U.S., U.K., France and Costa Rica. Sites that Viafoura has worked with include The Philadelphia Inquirer, La Nacion, Daily Mirror and Tribune Publishing.