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.”
John Rosso states, “We’re really excited to work with NBC Sports and support their continued growth in podcasting. Premium media companies are investing heavily in digital audio, and they need infrastructure they can trust to scale audiences and monetize effectively. Our goal is to make that easier – bringing together hosting, measurement, and monetization in one place so teams can focus on creating great content.”
dashboards and API access that support automated reporting and portfolio-level insights. The collaboration will also support select broadcast attribution initiatives within Audacy’s radio portfolio, complementing existing measurement partners. Audacy president of digital sales Michael Biemolt says, “Audacy consistently strives to deliver measurable results for advertisers, and our partnership with Podscribe further strengthens that promise. With enhanced attribution and transparency across our portfolio, we’re giving clients even greater confidence in how Audacy drives performance at scale.”
advertising. In 2016 and 2017, direct response represented the vast majority of podcast advertising. From 2018 to 2021, the proportion of podcast ad spend was equally split between brand and direct response.” The post says there are four major implications of the shift to podcast brand advertising: 1) Targeting will become much broader: Wide campaign reach will become the priority with a goal of “being known before you’re needed”; 2) Creative will shift to become more entertaining and emotion based: The objective will be to stir passions and create positive feelings and associations with ads that people find interesting and enjoyable; 3) Brand safety and suitability measurement will become more crucial: Firms like Barometer will become powerful resources to help marketers find the right context for their campaigns with nuanced data; and 4) Measurement will focus on how well campaigns build memories to ensure brands are “easy to mind and easy to find”: Key performance indicators are brand awareness, brand consideration, and brand preference.