Magellan AI, a leading podcast advertising measurement and intelligence platform, today announced a partnership with Signal Hill Insights, a specialist in brand lift and audience research, to bring unified brand and performance measurement to podcast advertising.

The partnership connects Signal Hill Insight’s brand lift studies with Magellan’s exposure and performance data. Magellan captures ad exposure across both dynamically inserted and baked-in podcast ads using tags and server-side integrations, including inventory that has historically been difficult to measure at scale. That exposure data feeds directly into Signal Hill Insight’s studies, enabling more precise audience matching, stronger control groups, and a more reliable read on how campaigns shift awareness, favorability, and intent.

“This partnership gives advertisers a more complete picture of campaign impact, connecting brand perception to real downstream behavior in one place,” said Jim Ballas, President, Measurement at Magellan AI.

The result is a more unified measurement workflow. Advertisers get a single view of brand and performance outcomes without needing to manage multiple vendors, datasets, or reporting streams.

“Advertisers are asking for clearer, more connected measurement across the funnel,” said Paul Riismandel, President of Signal Hill Insights. “By pairing Magellan’s exposure data with our brand lift methodology, we can provide a deeper dive into how messaging is moving consumers through that funnel, including those who have yet to take any action. This delivers a more accurate view on how podcast campaigns influence both perception and action.”

The partnership is designed to be flexible, making it easier for advertisers to access both brand lift and performance measurement through a single workflow and point of contact.

For more information, visit magellan.ai and signalhillinsights.com.

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 Signal Hill

Signal Hill Insights is an audio research firm with a core focus on brand lift studies for podcasts, video, streaming audio and radio, and survey-driven audience insights. Signal Hill partners with broadcasters, publishers and advertisers on custom research solutions for audio, including industry leaders like Acast, All-City Network, Audioboom, Cumulus/Westwood One, Gumball, Libsyn, Soundrise, SiriusXM, and Triton Digital.