Podscribe Rolls Out New Tools To Boost Podcast Ad Performance, Targeting.

Podscribe has launched three new features to its leading podcast attribution and analytics platform that it says are designed to help advertisers, agencies and publishers improve campaign performance, manage teams more effectively, and better understand their audiences.

“These updates were built in direct response to feedback from our users,” CEO Pete Birsinger says. “As podcast advertising matures, teams need more detailed performance insights and tighter user access controls.”

The updates include a new creative reporting feature that allows advertisers to break down performance of a campaign by individual creative assets across daily, weekly or monthly views. Podscribe says it helps marketers compare ad creative with a campaign and identify the best-performing executions to make data-driven decisions on their creative strategy.

Podscribe also has an update with agencies and publishers in mind. The bigger companies often manage large advertiser portfolios, and they will now be able to assign team members to only the advertisers they support. That will allow specific staffers to see more relevant dashboards and alerts related to the advertisers they work with. It also ensures that sensitive advertiser data is protected.

Another update comes via Podscribe’s relationship with TransUnion. Using TransUnion household-level data, the new feature reveals which audience segments are most likely to purchase from a brand. That allows marketers to see customer segment breakdowns based on real web traffic, and view traits such as income, occupation and parental status. Podscribe says it will also help buyers find shows that reach similar audiences.