Our Industry-First Breakthrough on YouTube Podcast Attribution (CAO Summit Exclusive)

This week on the Media Roundtable, we’re giving you a front-row seat to the 2025 Chief Audio Officer Summit for a case study breakthrough that could change the way podcast advertisers think about YouTube—or at least how they measure it–forever.Led by our own Giles Martin (EVP, Strategy & Insights, Oxford Road), this session marks an industry first: using passive panel data to measure the true impact of podcast simulcasts on YouTube. The pilot study, developed in partnership with Keith Friedenberg of Media IDentity Graph (MIDG), measures what marketers have only guessed at—and proves YouTube podcast ads can deliver statistically significant lift.This episode is a companion to our groundbreaking white paper, Inside the Walled Garden: Breaking New Ground on YouTube Podcast Measurement, available NOW for free download: https://oxfordroad.com/simulcast."To our knowledge, this is the first time YouTube podcast impressions have been specifically measured—and we’ve been able to put a number on what they contribute to a client’s business."—Giles MartinThe team is talking: Cracking the Simulcast Code, What YouTube Viewers Really Look Like, The Lift That Bucks the Trend, and more.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

What this episode covers

This week on the Media Roundtable, we’re giving you a front-row seat to the 2025 Chief Audio Officer Summit for a case study breakthrough that could change the way podcast advertisers think about YouTube—or at least how they measure it–forever. Led by our own Giles Martin (EVP, Strategy & Insights, Oxford Road), this session marks an industry first: using passive panel data to measure the true impact of podcast simulcasts on YouTube. The pilot study, developed in partnership with Keith Friedenberg of Media IDentity Graph (MIDG), measures what marketers have only guessed at—and proves YouTube podcast ads can deliver statistically significant lift. This episode is a companion to our groundbreaking white paper, Inside the Walled Garden: Breaking New Ground on YouTube Podcast Measurement, available NOW for free download: https://oxfordroad.com/simulcast. "To our knowledge, this is the first time YouTube podcast impressions have been specifically measured—and we’ve been able to put a number on what they contribute to a client’s business." —Giles Martin The team is talking: Cracking the Simulcast Code, What YouTube Viewers Really Look Like, The Lift That Bucks the Trend, and more. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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This episode was published on August 13, 2025.

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