Magellan AI, the leading podcast advertising measurement and intelligence platform, today announced a partnership with Barometer, the leading AI-powered brand suitability and contextual targeting engine, as Barometer's exclusive measurement provider for programmatic campaigns, building on their long-standing partnership monitoring direct campaigns together.

According to The Trade Desk's Q2’26 earnings call, programmatic audio was the fastest-growing channel across the last four consecutive quarters, with solid double-digit year-over-year spend growth, pacing ahead of CTV, display, and mobile. This growth mirrors a broader industry trend marked by agencies shifting spend toward biddable, programmatic private marketplaces (PMPs) using first-party identity framework solutions, such as UID2, to target specific podcast listeners across networks.

Barometer and Magellan AI have worked together for years to service advertisers in monitoring their direct podcast campaigns. Barometer analyzes podcast content at the episode level so buyers can align spend with their brand standards throughout a campaign. Magellan AI measures what happens after the ad runs, connecting exposure to site visits and downstream conversions through pixel-based attribution. When a show clears a brand's standards and drives outcomes, advertisers have the evidence to expand where they buy.

The partnership now covers programmatic podcast campaigns running across major demand-side platforms. By pairing Barometer's pre-bid contextual targeting and post-bid verification monitoring with Magellan AI's measurement, advertisers can verify suitability and measure performance across their programmatic audio activations in a single unified workflow across premium podcast publishers. 

 "Suitability decisions are media decisions, and media decisions get judged on outcomes," said Cameron Hendrix, CEO & Co-Founder at Magellan AI. "Barometer has the deepest read on what a podcast is about, and we have the deepest read on what it delivers. Buyers scaling into programmatic shouldn’t have to give up either one."

Barometer continues to expand its presence across the programmatic landscape, enabling buyers to activate brand safety, suitability, and contextual targeting at scale while unlocking access to premium inventory across these programmatic integrations. Barometer’s pre-bid targeting and post-bid monitoring capabilities are currently live across major demand-side platforms including The Trade Desk, AdsWizz and Basis, extending Barometer's reach across leading programmatic audio channels, with additional DSP integrations actively in development.

"Advertisers ask us two questions: how can we scale but ensure the placements are suitable for our brand, and how do we measure the impact of the campaign?" said Tamara Zubatiy, CEO and Co-Founder of Barometer. "Barometer provides the most nuanced brand safety and suitability intelligence in podcasting, and Magellan AI provides the deepest measurement footprint in podcasting. By partnering with Magellan AI, our clients no longer have to stitch those answers together themselves."

For more information, visit magellan.ai and thebarometer.co.

About Magellan AI

Magellan AI is the all-in-one platform for audio advertising intelligence, media planning, and measurement. Advertiser and agency media buyers rely on Magellan AI's audio media planning and measurement platform to discover, connect with, and analyze the performance of broadcast radio, podcasts, streaming audio, and YouTube. Publishers trust Magellan AI to grow audio ad sales with intelligence and performance measurement, powered by the world's largest database of podcast advertising data, covering over 60,000 podcasts. Learn more at magellan.ai.

About Barometer

Barometer is the premier, third-party, AI-powered contextual engine with best-in-class brand suitability and contextual targeting solutions for premium and emerging media channels. They help the largest brands in the world responsibly activate at scale in impactful channels like podcasts, creator-led video, and generative AI. For more information, visit thebarometer.co or press@thebarometer.co