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Consulting and insights company Kantar has partnered with Megaphone, ACAST, and Midroll to measure the effectiveness of podcast ads delivered by podcast networks. The three networks join iHeart, Cadence13, Spotify and Pandora, which were already being measured by Kantar.
Kantar says the partnerships give clients exclusive access to podcast advertising metrics through Kantar’s ad intelligence insights.
“The addition of Megaphone, ACAST and Midroll to our already existing podcast partner roster further bolsters Kantar’s ability to measure podcasts across media plans and offer marketers a better view of their marketing mix,” said James Jarzab, Vice President, Partnerships, Kantar. “As these are direct integrations, with multiple platforms, we can be even more accurate in exposure ID for dynamically inserted ads of these podcasts – especially critical as we enter a cookieless world.”