As podcast advertising grows worldwide, so does the demand for accurate, privacy-compliant measurement. Podscribe, a leading audio attribution platform, has announced a major expansion of its global capabilities through a new integration with identity resolution provider Roqad.
This move adds Roqad as the third identity graph used within Podscribe’s system, strengthening its ability to match listener data across regions—particularly in Europe—while maintaining GDPR compliance and a consent-first approach.
Why This Matters for Podcast Advertisers
Attribution in podcasting has always been a challenge due to the decentralized nature of audio distribution. Podscribe’s strength lies in its pixel-based attribution system, which helps advertisers understand the impact of podcast ads even without direct user logins or platform analytics.
With the addition of Roqad, Podscribe now uses three independent identity graphs:
- Tapad (Experian)
- Neustar (TransUnion)
- Roqad
This multi-graph model increases identity coverage, enhances match accuracy, and builds a more resilient measurement system in a fragmented privacy landscape. By cross-referencing identities across multiple data sources, Podscribe improves confidence in its attribution data—especially critical for campaigns running across borders.
Expanded European Coverage
Through Roqad, Podscribe now supports identity resolution in eight European countries:
- Germany
- United Kingdom
- France
- Italy
- Spain
- Netherlands
- Ireland
- Denmark
This gives advertisers and media buyers a broader, more accurate view of podcast performance in key international markets.
Privacy-Safe and Future-Proof
The integration underscores Podscribe’s focus on privacy-safe measurement. With global regulations like GDPR tightening and cookie-based tracking declining, advertisers need solutions that are both durable and privacy-respecting.
Roqad’s consent-driven identity graph supports this goal, aligning with Podscribe’s mission to build future-proof attribution systems for audio and streaming media.
What It Means for Creators and Agencies
While this update focuses on advertiser measurement, it also benefits podcast publishers and creators. Better attribution means more accurate campaign reporting, which in turn builds trust with sponsors and opens the door to larger, data-driven ad partnerships.
For agencies managing multi-market campaigns, the expanded measurement capabilities simplify planning, optimize spending, and ensure compliance across different privacy regimes.
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Staff Report
Dan Craft
Dan Craft
