Wondery Launches Podcast Ad Analytics Suite

Podcast and entertainment company Wondery has launched a measurement suite for podcast advertisers, giving them direct access to actionable campaign insights from third-party providers including Nielsen, Kantar, Veritonic, Upwave and Lucid.

The firm says its podcasts consistently top the Apple charts and that it has 'the most number 1 global hits'. Wondery Ad Analytics move it into the measurement game and promise improved transparency and performance, directly addressing requests from advertisers. The suite includes more than a dozen third-party vendors and six measurement products including Brand Lift, Web Lift, Retail Traffic Lift, Offline Sales Lift, Brand Safety & Suitability, and A/B experimentation.

Wondery says it is working with measurement providers to build new features and products - for example a collaboration with Barometer to provide brand safety and suitability ratings for non-English content in podcasts in the US, Mexico, Brazil and Germany. It will also be working with Upwave on brand lift offerings, to create a direct data integration which allows measurement of baked-in and dynamic ads without the use of a pixel or URL pre-fix.

Alyson Sprague, the firm's Head of Ad Measurement, comments: 'These innovations support the growing need for customers to prove their impact, performance, and return on advertising dollars spent. Wondery is committed to improving data transparency, quality, and performance for advertisers through these first-to-market services, giving advertisers greater media planning controls, and has the potential to improve performance. The news of Wondery's alliance with Barometer and first-to-market ad analytics offerings demonstrates Wondery's commitment to serving its advertisers' custom needs'.

Details of the new suite are at https://advertising.wondery.com/measurement .