NEW YORK — Audio advertising intelligence and measurement firm Magellan AI has expanded its relationship with the nation’s largest audio creation and distribution company, giving it access to iHeartMedia data that maps listeners exposed to broadcast radio to “measurable outcomes.”
The arrangement is designed to bring more impactful broadcast radio attribution to advertisers and builds on Magellan AI’s role as a preferred attribution partner for iHeartMedia across podcasts, streaming audio, connected TV, and other digital media.
How so? Measurement capabilities are now being extended to broadcast radio, enabling advertisers to evaluate performance across audio and digital channels within a unified framework.
Attribution reporting powered by that data will be available exclusively to advertisers working with iHeartMedia, Magellan AI said.
“Advertisers using the solution will gain deeper insights into how radio campaigns deliver full funnel results, including web visits, form fills, leads and purchases,” the company added. “By combining measurement across the full spectrum of audio and digital channels, Magellan AI provides a complete view of how campaigns perform across the media mix.”
Magellan AI co-founder and CEO Cameron Hendrix added, “Advertisers want clearer insight into how every channel contributes to outcomes. Our expanded partnership with iHeartMedia brings broadcast radio into the same attribution framework as digital audio and other media, giving brands a more complete view of campaign performance.”
For iHeartMedia Insights President Lainine Fertick, “iHeartMedia has always focused on helping advertisers understand the power of audio. By combining Magellan AI’s attribution technology with our proprietary in-market simulcast data, we’re providing brands with deeper visibility into how broadcast radio works alongside podcasts, streaming audio, connected TV, and other channels to drive meaningful results.”
