Questions B2B Ask of Podcasting, Magellan AI's 📻 Attribution, & More

Today in the business of podcasting:

• CoHost & Quill VP of Marketing Alison Osborne argues the podcast industry is solving the wrong measurement problem: B2B brands have moved past "how many downloads" and are now asking who is listening, whether the right audiences are finding the show, and whether those listeners are appearing in the sales funnel.
• Acast CEO Greg Glenday says brands are misallocating podcast ad spend by following genre assumptions rather than audience behavior, citing Acast data showing food podcasts receive roughly half of food delivery ad spend despite representing less than 1% of relevant listener conversations.
• Magellan AI has built an attribution platform measuring broadcast radio alongside podcasts and streaming audio, with early case studies showing radio drives far greater total sales volume while digital audio outperforms on a per-impression basis — making the case for measuring all audio together.

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