In this session...
Join Brent Lightfoot of iHeartMedia and Jim Ballas of Magellan AI as they explore how attribution advances are elevating podcast, streaming, and broadcast radio measurement to the same level as display, digital video, and CTV. This panel will show how multi-touch and cross-channel tools capture audio's full impact, provide brands and agencies with accountable insights, and illustrate how it fits into the broader media mix.
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"Advertisers expect accountability from every channel, and accurate measurement is table stakes in today’s media marketplace. Yet for those who lean into audio – including podcasting, streaming and broadcast radio – the channel has historically been undervalued in media mix models or compared to other digital channels. But now, advances in attribution make it possible to more accurately quantify audio’s role with the same precision applied to display, CTV and digital video.
This panel will explore how innovations in multi-touch and cross-channel measurement now capture the true impact of all audio channels and how they fit into the broader media mix. iHeartMedia and Magellan AI are leading those innovations, bringing broadcast radio measurement up to the same level of accountability as every other channel.
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What You'll Learn from This Session...
- Measurement advances reveal audio’s true value in the media mix
- Broadcast radio is now measurable to the same standards as podcasts and streaming
- Multi-touch and cross-channel attribution provides brands and agencies full accountability to evaluate performance across all channels
