Podscribe, a leader in podcast attribution and incrementality testing, announces the expansion of its device graph capabilities by combining Tapad (Experian) with Neustar (TransUnion) Device Graph technology. This enhancement delivers unprecedented scale and accuracy in audience measurement.
Key Advancements
The enhanced Double Device Graph achieves:
- 85%+ US household match rates
- 3x increase in digital identifiers for matching
- Higher confidence matches through dual-graph triangulation
- Improved conversion tracking through expanded digital identifier coverage
Expanded Audience Intelligence
Through the TransUnion partnership, Podscribe now provides comprehensive Neustar audience segments, enabling advertisers and publishers to:
- Access detailed household demographics and behaviors
- Track segment-specific campaign performance
- Identify top-converting audience segments
- Match advertisers with optimal podcast audiences
- Create targeted content based on verified listener profiles
“By combining the two leading US device graphs, we’re setting a new standard for measurement accuracy in podcast advertising,” says Matt Drengler. “Our clients can now make decisions based on actual listener behavior, not assumptions.”
Availability
The enhanced Double Device Graph capabilities are available immediately for all Podscribe measurement clients.
About Podscribe
Podscribe specializes in attribution and incrementality testing for podcasts, streaming, and beyond. Leveraging pixel-based tracking and household-level data, Podscribe delivers actionable insights, empowering advertisers to measure true campaign impact, optimize strategies, and confidently report ROI.
