iHeartMedia and Neustar have become the first to integrate broadcast radio into comprehensive marketing attribution.

Neustar, Inc. has teamed up with iHeartMedia, the top audio firm in America. to integrate broadcast radio in end-to-end marketing attribution. This integration expands the reach of the Neustar Unified Measurement Solution, which includes Marketing Mix Modeling (MMM) and Marketing Attribution solution, by adding the iHeart broadcast radio universe. Neustar's attribution service combines radio measurement, which reaches over 90% of Americans each month, and all other channels into one platform for the first time, providing vital insights into the added impact that broadcast radio's vast audience has on consumers' buying decisions.

Neustar's marketing attribution models can smoothly integrate iHeart's radio interaction data only if radio is included in Neustar's measurement solution. To power advanced identity resolution and marketing analytics for 70% of Fortune 100 firms, Neustar marketing attribution solutions utilize the most comprehensive identity and machine learning capabilities available.

According to Brian Kaminsky, Chief Data Officer and President of Revenue Strategies at iHeartMedia, "The scale and effectiveness of broadcast radio is undeniable. Through our partnership with Neustar, we can provide brands with a higher degree of detailed user-level consumer analysis, enabling them to optimize their marketing strategies and achieve their desired outcomes across all media channels, including broadcast radio." This partnership between iHeartMedia and Neustar, which was first announced at iHeartMedia's AudioCon 2022 conference, highlights the significant role that broadcast radio plays in today's multi-channel advertising landscape. Using these new tools, advertisers can now measure consumer behavior, including that of broadcast radio, and evaluate and maximize their marketing expenditures across all channels.

Joe Pagano, VP of Consulting Services at Neustar, expressed enthusiasm for the collaboration and the ability it provides to gain insights into the impact of broadcast radio on the customer journey. He noted that by adding broadcast radio to their current streaming audio measurement capabilities at scale, they have completed the audio measurement picture. This was initially revealed at iHeartMedia's AudioCon 2022 conference and highlights iHeartMedia's commitment to measurement and attribution.