Magellan AI, Barometer Expand Podcast Partnership

RADIO ONLINE | Monday, September 14, 2026 | 6:06pm CT

Magellan AI

Magellan AI and Barometer have expanded their partnership to cover programmatic podcast advertising, with Magellan AI becoming Barometer's exclusive measurement provider for programmatic campaigns. The companies have worked together for several years on direct podcast campaigns. Under the expanded relationship, Barometer will provide pre-bid contextual targeting and post-bid brand suitability verification, while Magellan AI will measure campaign performance and attribution.

Barometer analyzes podcast content at the episode level to determine whether programming meets an advertiser's brand safety and suitability standards. Magellan AI then measures activity following ad exposure, including website visits and downstream conversions through pixel-based attribution.

The companies said combining those capabilities will give advertisers a unified workflow for evaluating brand suitability and measuring results across programmatic campaigns involving premium podcast publishers.

"Suitability decisions are media decisions, and media decisions get judged on outcomes," said Magellan AI CEO and Co-Founder Cameron Hendrix. "Barometer has the deepest read on what a podcast is about, and we have the deepest read on what it delivers. Buyers scaling into programmatic shouldn't have to give up either one."

The partnership comes as programmatic audio advertising continues to expand. According to The Trade Desk's second-quarter 2026 earnings call, programmatic audio was its fastest-growing channel for four consecutive quarters, recording double-digit year-over-year spending growth and outpacing connected TV, display and mobile.

Barometer's pre-bid targeting and post-bid monitoring capabilities are currently available across major demand-side platforms including The Trade Desk, AdsWizz and Basis, with additional integrations in development.

"Advertisers ask us two questions: how can we scale but ensure the placements are suitable for our brand, and how do we measure the impact of the campaign?" said Barometer CEO and Co-Founder Tamara Zubatiy. She said the expanded partnership allows clients to address both questions without combining separate solutions themselves.