Veritonic is announcing today the launch of its audio Attribution solution, helping brands track and measure audio ad performance across any app, hosting platform or listening device. It is presented as a key component of Veritonic’s audio research and analytics platform, and the intent is to help advertisers better understand the impact of their audio creative, gain actionable insights, and improve ROI.

“As advertising dollars increasingly flow into audio, brands need the assurance that only Veritonic’s end-to-end measurement and analytics can provide,” said Scott Simonelli, chief executive officer of Veritonic. “Attribution is the perfect addition to our platform of audio research and measurement solutions, providing data-driven advertisers, brands, and agencies with the tools and insights they need to optimize their campaigns for greater ROI.”

The new Attribution service fits into Veritonic’s suite of Campaign Performance tools which also includes Brand Lift. This combination provides companies with independent, full-funnel campaign performance data, the company says. Veritonic promises actionable insights on how audio is driving action on a given landing page, including site visits, cart activity, transaction data, and more. Through an intuitive and interactive dashboard, brands can determine which publisher and specific ads had the highest impact, then use that data to optimize ad performance.

“Advertisers are seeking greater granularity in tracking performance outcomes and Veritonic’s independence and trusted stance in audio research and measurement is well positioned to contribute to the growth of the audio and podcast advertising industry,” said Chris Bowlby, head of brand partnerships at AdvertiseCast. “The availability of Veritonic’s Attribution solution will bring podcast advertisers more ways for understanding and optimizing the performance of their campaign investments.”