Nielsen, a global leader in audience measurement, data and analytics, today announced that Magellan AI, the leader in podcast advertising intelligence and measurement, has licensed and integrated Nielsen’s proprietary DMA® data into the Magellan AI platform. The integration enables advertisers to measure podcast performance at the local geographic level using Nielsen DMA® data.

Nielsen DMA® regions cover 210 standardized media markets in the U.S., and are a key component of the data-driven advertising extensively used throughout the media industry. By aligning digital audio performance with Nielsen DMA® insights, buyers and sellers across the digital audio space will be able to measure the local impact of their podcast investments, as well as view it alongside traditional media channels like linear TV and radio.

This licensing agreement represents a significant upgrade to Magellan AI’s measurement suite, making attribution reports both actionable and compatible with the way the world’s largest brands plan their media. For Nielsen, it reflects a continued commitment to providing the industry with standardized data that supports the modern media ecosystem.

“Advertisers need a consistent way to evaluate the effectiveness of their media across every platform,” said Rich Tunkel, Managing Director, Nielsen Audio. “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.”

“Our goal is to provide the most accurate and comprehensive measurement toolkit in the industry,” said Cameron Hendrix, CEO and Co-Founder of Magellan AI. “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 Nielsen DMA®-enabled attribution features are now available to Magellan AI customers within their standard reporting dashboard.

About Nielsen

‍Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences—now and into the future.

For advertisers, agencies, and publishers, Nielsen has recently expanded Nielsen ONE to include outcomes capabilities, in addition to advanced audiences, planning and measurement. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).

About Magellan AI

Magellan AI is the all-in-one platform for podcast advertising intelligence, media planning, and measurement. Magellan AI has created the world's largest database of podcast advertising data, covering over 50,000 podcasts. Advertiser and agency media buyers rely on Magellan AI's podcast media planning and measurement platform to discover, connect with, and analyze the performance of podcasts, streaming audio, and YouTube. Publishers trust Magellan AI to grow ad sales with intelligence and performance measurement, drive content acquisition, and streamline ad ops. Learn more at magellan.ai.