“It is clear that the radio industry would benefit from having the same tracking standards that the TV and digital industries enjoy today,” said Dial Report Senior Vice President of Revenue Generation Lisa Pike in an announcement. TagStation is part of Emmis Communications but is seeking to build a data-based ecosystem to serve the broader radio industry, in part built around user data collected via its NextRadio app.
Ad-ID Executive Director Harold Geller said the collaboration is intended to “illustrate the effectiveness” of radio ads through spot tracking.
According to the announcement, spot tracking provides insight into how radio drives consumer action and correlates this information to “when the spot aired, what stations it played on” and listeners’ behavioral and demographic information. The addition of Ad-ID codes will help to fill in gaps in information previously left by “antiquated advertising asset codes within station trafficking,” the companies said.
“The first and most valuable step in our data attribution process is to verify that all spots, across our entire network of broadcasters, belonging to a brand are identified correctly,” said Dial Report Senior Vice President of Product Development Ben Husmann. “Dial Report uses the Ad-ID API to fill in the blanks and expand spot metadata to include accurate and complete information such as advertiser, product, copy points and more. It’s particularly helpful when we need specifics on multiple creative from one brand.”
TagStation describes Dial Report as a first-party data platform measuring radio performance. Ad-ID is an ad industry joint venture of the American Association of Advertising Agencies (“4As”) and the Association of National Advertisers.