Audio Attribution: Importance and Benefits for Advertisers by Garrison Dua, VP Demand, North America

The boom in audio has been steadily gaining momentum for some time. According to Stitcher’s annual podcasting report, the number of podcasts has grown by 129,000% in the last decade – an impressive feat for any medium. The pandemic has only accelerated this growth, as many looked to audio for comfort and consolation. Numbers for audio soared in the year 2020 – in the US alone, over 144 million listen to podcasts with 54% of consumers saying they think about buying advertised products heard on a podcast.

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