Megaphone, the podcast hosting and ad-insertion company, is aligning with the podcast advertising attribution platform Podsights. The agreement will allow ad campaigns run through the Megaphone Targeted Marketplace (MTM) to tap into Podsight’s ad attribution and campaign performance measurement tools.
“Podcasting is a rapidly evolving medium for advertisers," said Brendan Monaghan, CEO of Megaphone. "The introduction of sophisticated attribution as a standard feature, in combination with the audience targeting capabilities in MTM, represents a huge step forward in elevating premium podcast inventory as a core part of the omnichannel media mix,” he said in the announcement.
The Megaphone Targeted Marketplace already offers data-driven targeting and measurement and allows advertisers to select from more than 60,000 audience segments targeting listeners by interest, purchase behavior, and demographics across all podcast apps, devices, and platforms.
"We are thrilled to expand our partnership with Megaphone," said Sarah Cotenoff, Head of Partnerships at Podsights. "The introduction of our attribution technology to MTM instantly elevates measurement standards and capabilities for a sizeable portion of premium podcast inventory."
Podsights also works with several other podcast companies, including Acast, Ad Results Media, Art19, Barstool Sports, Cadence13, PodcastOne and Wondery, among others.