Fairing and Podscribe Partner to Bring Show-Level Attribution to Podcasts

Fairing, the attribution platform that turns direct customer feedback into reliable marketing attribution data, today announced a partnership with Podscribe, the IAB-certified measurement standard powering attribution and verification across 25,000 podcast shows, to help brands identify the exact shows and formats driving podcast-attributed sales.

Podcast attribution has a structural constraint: pixels can only track what platforms allow them to see. IP matching still works well on traditional RSS audio, but listening habits have shifted. More Americans now watch podcasts on YouTube than on any other service, where Google shares zero IP data. 

The new integration connects Podscribe’s campaign data directly with Fairing’s post-purchase surveys. Every active Podscribe campaign automatically populates as a response option in Fairing, refreshed daily and tagged with where it ran. When a customer identifies a show as influencing their purchase, that response is sent back to Podscribe as a verified conversion, giving brands show and format-level attribution rather than broad “YouTube” or “Podcast” responses.

Matt Bahr, co-founder and CEO of Fairing, said: “Podcast advertising has scaled because IP matching worked well enough for years. But as more listening moves to platforms that don’t share the necessary signals, layering in customer-reported attribution has become increasingly important. By connecting Podscribe’s exposure data with what customers tell us directly, we can finally attribute the shows and formats that are driving revenue.”

Patrick Schmidt, VP of Partnerships at Podscribe, said: “We track every show, host-read ad and simulcast that actually ran, but understanding the full customer journey requires knowing what influenced someone to convert. Our integration with Fairing helps advertisers connect what customers say influenced their purchase on a deeper level by allowing them to identify where they were exposed to an advertiser’s message. That gives brands a more complete picture of customer behavior and a clearer understanding of which podcasts contribute to conversion.” 

In an early rollout with personal care brand Mando, adding auto-suggest follow-ups to capture podcast and simulcast responses reduced unassigned survey responses by 3.12% and improved blended podcast CPA by 9.2% on the same spend, helping the brand identify and renew high-performing shows it had been at risk of cutting.

“We only get so far with ‘podcast’ as a response. Auto-suggest has been huge – it gives us show-level insights we just couldn’t get before,” said Tom Herer, Senior Manager of Offline Performance Marketing at Mando parent company Mammoth Brands.

The integration is available now to all Fairing customers on the Advanced Attribution plan and can be connected in minutes without engineering support. Once connected, Podscribe campaign rosters sync with Fairing daily, and customer-reported conversions flow back to Podscribe automatically.

Customer-reported conversions can also be pushed into more than 25 measurement platforms and data warehouses, allowing the data to complement existing MTA, incrementality and MMM approaches.