Consumable Develops Infrastructure to Improve Podcast Listener Identification
· 1h ago · Originally reported by Beet.TV
Consumable is working on new technology to better identify and reach podcast listeners beyond traditional RSS feeds. The company aims to move beyond household-level targeting, which has limited advertisers' ability to measure and attribute podcast ad performance.
Why it matters
Improved identification and attribution in podcast advertising could help brands target listeners more accurately and measure campaign effectiveness, making podcast ads more valuable.
Explain it like I’m new here
It's like figuring out who in a house is actually listening to a radio show, instead of just guessing based on the address.
Terms in this story
Podcast advertising
Podcast advertising is paid messages placed in podcast episodes, either read by the host or produced separately, sold per thousand downloads and increasingly inserted dynamically or programmatically.
Attribution
Attribution is the process of assigning credit for a conversion, such as a sale, sign-up or install, to the ads, channels or touchpoints that a customer encountered beforehand.
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
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