Veritonic to Measure Embedded Ad Performance

Audio analytics and research platform Veritonic has announced that clients can now measure the performance of embedded or 'baked-in' audio ads via pixel-based brand lift measurement on listener ad exposure.

Veritonic's platform helps brands, agencies, publishers and platforms to research, test and measure the ROI of their audio assets and campaigns pre-market, in-market and post-campaign. The firm says its diversified approaches to audio measurement allow clients to measure with confidence the performance of baked-in ads, OTA and low-impression campaigns, and to gather actionable insights. Its Brand Lift and Attribution solutions use a single pixel to gauge full-funnel performance, including reach, impressions and CTA efficacy. In June, a year after raising $7.5m in Series A add-on funding, the company launched a feature measuring the impact of traffic originating from YouTube, as well as podcast and streaming audio channels.

Founder and CEO Scott Simonelli (pictured) comments: 'As the audio and podcast advertising landscape continues to evolve, it's critical that advertisers have the measurement data they need to support the ongoing evolution of their audio strategies. We strive to provide our clients with full-funnel, apples-to-apples measurement for all of their audio endeavors, and the measurement of baked-in audio ads on actual exposure is a critical component of that commitment'.

The firm is online at www.veritonic.com .