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Nielsen Signs Veritone One for Podcast Research

Audio ad agency will use the Podcast Buying Power service

Announcements like this are a reminder of how the podcast advertising environment is maturing and getting more sophisticated.

Nielsen says it has signed audio advertising and media agency Veritone One as a subscriber to its Podcast Buying Power service.

Nielsen launched the service in the summer of last year and says it now has about a dozen major subscribers including IPG Media Brands, which signed in January, and PodcastOne, which joined in April. Previously announced clients include iHeartMedia; Cadence13; Midroll, Stitcher’s advertising arm; Westwood One and cabana.

The research service provides data about 18 genres and 150 podcast titles that can be cross-referenced by consumer purchase behavior patterns and use of services.

Nielsen says this “allows clients to profile shows using program titles collected from subscribers in order to connect specific types of listeners with particular advertisers and specific program-level insights. It also features the same capabilities by genres and listening usage.”

In the announcement, Veritone One’s SVP of Strategy and Investment Conor Doyle was quoted saying this tool will help it refine ad placements and expand offerings for new advertisers that want to get into podcasting. “Access to consumption and audience data will attract brand advertisers who have been previously hesitant to enter the largely direct-to-consumer space,” he said.

Nielsen says the service can capture results for given programs and tie them to retail categories and advertisers with specific brand names. It says the service is particularly relevant as more brand advertisers are coming into podcasting.