Magellan AI Says it Will Bring Radio Attribution to iHeartMedia Advertisers
Magellan AI and iHeartMedia announce an expansion of their relationship that will include broadcast radio attribution. Magellan AI has been partnering with iHeartMedia for attribution across podcasts, streaming audio, connected TV, and other digital media. Magellan AI says expanding measurement capabilities to broadcast radio will enable advertisers “to evaluate performance 
across audio and digital channels within a unified framework.” Magellan AI’s platform will leverage iHeartMedia’s simulcast data, which maps listeners exposed to broadcast radio to measurable outcomes. Attribution reporting powered by that data will be available exclusively to advertisers working with iHeartMedia. Magellan AI says, “Advertisers using the solution will gain deeper insights into how radio campaigns deliver full-funnel results, including web visits, form fills, leads and purchases. 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.” iHeartMedia Insights president Lainie Fertick states, “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.”
Radio. The company says that in his new role, Goforth will collaborate closely with local Hubbard Radio markets to enhance sales strategies for existing podcasts. And as part of the Hubbard Radio corporate team, he will create new podcast initiatives and strategic partnerships, to build an even more robust podcast network. Hubbard EVP and chief financial officer Dave Bestler says, “We fully understand and embrace the evolution in our business from radio to audio. We are creating must-hear content in all eight of our Hubbard Radio markets, and listeners are increasingly accessing our content on-demand. John will help expand our podcast offerings, while growing revenue with the podcasts we already have.” Goforth comments, “I couldn’t be more excited to join the amazing team at Hubbard and help grow their already impressive portfolio. It’s thrilling to be at the intersection of local and national in the podcast space. As we’ve seen in other channels, cracking the code on local is the key to explosive growth.”