Nielsen and Magellan AI partner on local podcast attribution

Magellan AI has licensed its DMA data to Nielsen, enabling podcast advertisers to measure campaign performance at the local market level across the United States.

The integration brings Nielsen’s proprietary DMA regions into the Magellan AI platform, allowing advertisers to assess podcast activity across 210 standardized media markets and compare results with established channels such as linear TV and radio.

Local measurement aligned with industry standards

Nielsen DMA regions form a core framework for media planning in the U.S. advertising industry. By incorporating these geographic definitions into digital audio reporting, Magellan AI allows buyers and sellers to evaluate podcast investments using the same regional structure applied to other media.

The companies state that this approach supports cross-channel analysis and helps brands align podcast attribution with broader media strategies.

Expanded attribution capabilities for advertisers

For Magellan AI, the agreement extends its measurement capabilities by aligning attribution reporting with geographic standards widely used by major advertisers. The companies indicate that the update is designed to make podcast performance data more comparable with other media metrics.

Rich Tunkel, Managing Director, Nielsen Audio: "Advertisers need a consistent way to evaluate the effectiveness of their media across every platform. By leveraging Nielsen’s DMA® data, Magellan AI will bring a new level of comparability and transparency to podcast attribution, and ensure consistent measurement against the same rigorous geographic standards as other major media."

Cameron Hendrix, CEO and Co-Founder of Magellan AI: "Our goal is to provide the most accurate and comprehensive measurement toolkit in the industry. Integrating Nielsen’s DMA® data into our attribution reporting gives our clients the flexibility to move beyond national metrics and prove the value of podcasting at the local level, where so many business decisions are made."

The DMA-enabled attribution features are available to Magellan AI customers through the platform’s standard reporting dashboard.

www.nielsen.com

www.magellan.ai

Follow Marketing Report on LinkedIn