Magellan Adds Attribution for Broadcast Radio Ads

Audio campaign tracking and optimization specialist Magellan AI has launched a new measurement product called Broadcast Radio Attribution, bringing performance data for broadcast radio campaigns together with data for podcasts, streaming audio and CTV, in one place.

Magellan's software uses market-level modeling grounded in observed listener behavior to help clients plan, track and optimize audio campaigns, providing a single dashboard view on their influence on web site visits, leads, purchases and revenue. The new Broadcast Radio Attribution joins foud existing attribution methodologies: pixel-based, pod-to-pod, incremental lift measurement, and ListenLinks - which creates trackable links within audio content.

The company boasts 'the world's largest database of podcast advertising data', covering more than 50,000 podcasts; and offers data for USA Spanish, Canada, UK, Ireland, Germany and Australia. CEO and co-founder Cameron Hendrix (pictured) comments: 'Measurement needs to reflect how media actually works today - across channels, not in silos. Broadcast Radio Attribution brings radio into that unified view, helping advertisers understand performance and make better decisions across their campaigns.'

The company, which earlier this month announced it was integrating Nielsen's DMA data from 210 local markets into its podcast attribution dashboard, is online at www.magellan.ai .