How Smart Advertisers Actually Measure Podcast Performance

Podcast advertising has matured, but measurement is still one of the most misunderstood aspects of the industry.

In this episode of The Podcast Advertising Playbook, Heather Osgood sits down with Jason Fialkov, Vice President of Sales at Claritas, to unpack how marketers should really be evaluating podcast performance in today's privacy-first landscape.

Together, they explore the biggest misconceptions surrounding podcast attribution, the difference between downloads, conversions, and true business impact, and whether traditional tools like promo codes and vanity URLs still have a place alongside more advanced measurement solutions. They also discuss why YouTube can't be measured the same way as audio podcasts, how evolving privacy regulations and the loss of third-party cookies are reshaping attribution, and what today's data reveals about podcasting's ability to drive both brand awareness and lower-funnel results.

Finally, Jason shares his perspective on how AI will transform campaign measurement over the next several years and the one piece of advice every CMO should hear before investing in podcast advertising.

Whether you're a brand, agency, or creator looking to better understand podcast effectiveness, this episode offers a practical framework for measuring what actually matters.

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