Magellan AI, the podcast media planning and measurement platform, today announced support for measuring the impact of traffic coming from YouTube alongside podcast and streaming audio.

“Host-read ads embedded within video, especially on YouTube, have become a much bigger part of podcast advertisers’ playbook, and publishers rightfully want to show the power of their podcasts across all media,” said Cameron Hendrix, CEO and co-founder of Magellan AI. “Analyzing audience response coming from YouTube alongside the response driven by podcasts is essential to get a complete picture.”

Magellan AI’s methodology – analyzing data from podcasts alongside traffic directly to an advertiser’s site – enables media buyers to more accurately assess the impact of buying ads on podcasts that also have a presence on YouTube. Magellan AI’s dashboard also offers advertisers and agencies the flexibility to measure the impact of YouTube traffic on either a last touch or equal credit basis.

“In podcasting, there has historically been a gap in analytics with video viewership and results, leading to an over-reliance on modeling or guessing. We’re excited to bring a data-forward solution into the marketplace,” adds Jim Ballas, Head of Publisher Partnerships at Magellan AI.

Learn more about Measurement by Magellan AI and sign up for a demo at https://www.magellan.ai/measurement.

About Magellan AI

Magellan AI is the source for market intelligence on podcast advertising. Magellan AI has created the world’s largest database of podcast advertising data – covering activity from over 35,000 brands and 50,000 shows in the US, Canada, Australia, the UK, and Germany. Media buyers at advertisers and agencies rely on Magellan AI’s podcast media planning platform to find, vet and connect with podcasts. Publishers trust Magellan AI to drive content acquisition, grow ad sales, and make ad ops efficient. Learn more by visiting https://www.magellan.ai