When it comes to podcast advertising knowledge and measurement, how does one know exactly where a consumer is and then present that data to a potential marketer?
Magellan AI has a solution, thanks to a new licensing and integration agreement with the nation’s dominant audience data analytics company.
The agreement brings to Magellan AI access to Nielsen’s DMA data, weaving it into the Magellan AI platform. This brings to potential advertisers the ability to measure podcast performance at the local geographic level.
As Magellan AI sees it, by aligning digital audio performance with Nielsen DMA insights, buyers and sellers across the digital audio space will be able to measure the local impact of their podcast investments, as well as view it alongside traditional media channels like linear TV and radio.
“Advertisers need a consistent way to evaluate the effectiveness of their media across every platform,” said Rich Tunkel, Managing Director for Nielsen Audio. “By leveraging Nielsen’s DMA data, Magellan AI will bring a new level of comparability and transparency to podcast attribution, and ensure consistent measurement against the same rigorous geographic standards as other major media.”
For Cameron Hendrix, CEO and Co-Founder of Magellan AI, the integration of Nielsen’s DMA data into its attribution reporting “gives our clients the flexibility to move beyond national metrics and prove the value of podcasting at the local level, where so many business decisions are made.”
