Entercom announced a new effort that will provide marketing campaign measurement tools to podcasts and streaming audio. This stems from apartnership with marketing company Claritas, which offers an identity graph with proprietary data for more than 120 million households and more than 1 billion devices. The Claritas analytics help marketers understand the effectiveness of different channels and messages. Through the partnership, advertisers with Entercom will be able to determine the total lift in business outcomes from their spots on podcasts and streaming audio.
“Podcasting is a critical and exciting business segment with exponential growth opportunities,” said Ken Lagana, Entercom’s executive vice president of digital sales. “We are thrilled to partner with Claritas and integrate their measurement technology capabilities into our existing radio and digital audio attribution suite. This new tool helps us fill a critical gap in the industry and allows us the ability to offer clients the opportunity to accurately measure ROI for podcasts and other digital campaigns.”
“Working with Entercom is a game changer for Claritas. One of Claritas’ biggest goals is to offer our clients new and effective measurement and attribution models to help truly calculate ROI,” Claritas Vice President of Business Development Matt Drengler said. “With podcasting taking off so aggressively, and continued growth across all digital channels, we see our partnership with Entercom as a major strategic win to help the industry effectively shift the paradigm in the podcasting, streaming and other digital channels.”