Radio Company Wants To Prove Podcasts Work

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Data company Claritas is partnering with Entercom to help the radio company’s advertisers determine if the money they spend in Entercom’s podcasts is working. In other words, they are hoping this will help determine Return on Investment for advertisers.

Entercom says this new collaboration will enable advertisers to measure attribution and accurately determine the portions of their campaigns that contributed to a purchase, store visit, or app download.

Claritas says its “identity graph” includes data from over 120 million households and more than one billion devices. That data is used to compare the buying behaviors of those households that listened to a podcast to that of similar non-listening audiences.

Marketers will be able to measure each specific portion of their campaigns.

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