Catalina will measure iHeartMedia podcast ads: Procter & Gamble and other big CPG marketers have stepped up audio spending in recent years, and deal will help show whether that's paying off.

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  • Author(s): Neff, Jack (AUTHOR)
  • Source:
    Ad Age. 5/17/2021, Vol. 92 Issue 7, p16-16. 1p.
  • Additional Information
    • Subject Terms:
      PROCTER & Gamble Co.; STREAMING media; ADVERTISING; CUSTOMER loyalty programs; CHIEF data officers
    • Abstract:
      The Catalina relationship is, for now, about evaluating effectiveness of podcast ads, not targeting them, Kaminsky says, though iHeartMedia and Catalina have been talking about the latter for some time as well. Catalina is linking with iHeartMedia to measure the sales impact of podcast adverting by packaged-goods brands - pairing the nation's top podcast publisher with sales data covering 103 million households from 22,000 grocery and drug stores. [Extracted from the article]
    • Abstract:
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