Magellan AI, CBC Ink Partnership for Pod-to-Pod Attribution

RADIO ONLINE | Tuesday, April 15, 2025

Magellan AI

In a development for the Canadian podcast industry, Magellan AI has teamed up with CBC, the country's leading public broadcaster and podcaster, to introduce a new level of measurement and attribution for podcast growth campaigns.

This pioneering partnership will see the deployment of Magellan AI's advanced pod-to-pod attribution technology, including a feature called ListenLinks. These links will allow for the tracking of cross-show listener behavior, enabling CBC to effectively measure the impact of various promotional strategies such as promo swaps, feed drops, host interviews, and paid advertising within its vast network of podcasts.

ListenLinks are designed to guide listeners directly to a landing page where they can access content across multiple audio platforms, including CBC's own Listen App. This approach is intended to ensure a seamless interaction for users engaging with podcast content.

Cameron Hendrix, CEO and Co-Founder of Magellan AI, expressed enthusiasm about the collaboration, stating, "We're thrilled to work with CBC to advance podcast measurement in Canada. By applying attribution to podcast growth efforts at scale, this partnership sets a strong example for how publishers can better understand listener behavior and strengthen their network's value."

Through this strategic initiative, CBC aims to gain deeper insights into how promotional activities influence podcast growth, setting a benchmark for the industry in terms of leveraging technology to enhance listener engagement and network efficacy.