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Accelerating Data-Driven Podcast Advertising: Acast's Approach To Attribution

From targeting and creative development to measurement, we offer the most advanced solutions to make your podcast campaign a success.

Ross Adams, Acast CEO
August 17, 2023

The podcast industry has matured massively since Acast first built the advertising ecosystem underpinning it, nearly a decade ago.

Every part of the podcasting journey has been expanded, refined, and nurtured to a point of true professionalism. Powering this continued growth will be the maturation of the measurement processes on which the industry is built. I firmly believe that the key to unlocking the true potential of podcast advertising lies in detailed and impartial measurement, especially when it comes to attribution. We are that evolved and professional industry, and we need everyone outside of podcasting to know that.

Why is this important? Accurate measurement and transparent insights give advertisers appetite and permission to spend. More spend means more money in the pockets of podcasters. And the whole industry.

As champions of the open podcasting ecosystem, we firmly believe that a rising tide lifts all boats. We are dedicated to fostering an ecosystem that benefits all players, where success is shared by creators, advertisers, and the industry as a whole. With this in mind, we at Acast have just announced that moving forward, Podscribe will be our preferred global partner for attribution. We are incredibly focused on equipping our advertisers and our own teams with the finest tools to thrive in this fast-evolving domain. Podscribe's reputation for customer satisfaction and cutting-edge attribution solutions matches our own ambitions, and our work with them so far is testament to that. Just ask any of our partners at BetterHelp, Manscaped or Wondery to name a few. Together, we are steadfast in our commitment to providing advertisers with impartial and data-driven solutions, empowering them to make informed decisions and maximize their podcast ad investments.

Podscribe’s approach is also future-facing and market-leading. Their innovative work in areas such as YouTube modeling, ChatGPT-powered brand safety and airchecks will allow us and our advertising partners to stay at the forefront of the industry as podcasting evolves.

At Acast, we recognize that independence and objectivity are vital for advertisers and the industry as a whole when it comes to measurement. To ensure that impartiality, we have always partnered with trusted third-party partners for measuring and reporting on campaigns. We steer clear of relying solely on one publisher environment for data aggregation, as it could introduce bias and self-promotion, hampering the objective analysis of data across all supply types.

The collaboration with Podscribe opens doors to first-rate attribution services for our advertisers, and what's more, it comes at no additional cost to them. This means they will have all the tools they need to measure and optimize their campaigns seamlessly across the open podcasting ecosystem.

With this strategic move, we reinforce our commitment to data-driven success, continually moving the industry forward and lighting a path towards a brighter future for the podcast industry as a whole. Let’s go.

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