Attribution in the Age of Audio and Video

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Bryan Barletta, Founder of Sounds Profitable, to discuss how podcast attribution has evolved and what measurement really looks like in a world where audio and video are converging.

Attribution in podcasting has come a long way, but it is still widely misunderstood. Bryan shares where measurement is genuinely improving, why some reporting may appear lower than expected, and how advertisers can think more strategically about evaluating performance across platforms like Spotify Video, YouTube, and traditional audio.

In this episode, we discuss:

• How podcast attribution has improved and what is driving greater advertiser confidence

• What advertisers often misunderstand about podcast measurement and performance data

• The tradeoffs that come with video podcasting and how it impacts reporting

• How to think about attribution when campaigns run across audio, Spotify Video, and YouTube

• What “good enough” attribution looks like and what the future of measurement may hold

If you are trying to better understand podcast performance and make smarter decisions with attribution data, this episode offers practical guidance and a clear view of where the industry is headed.