In the third and final episode of this IAB UK Podcast mini-series, produced in partnership with Global, we turn to one of the biggest questions facing the industry: how should we measure the impact of audio?

As outcome measurement becomes standard across digital advertising, audio is often assessed using frameworks not built for the medium. This raises important questions about how audio is valued, what success really looks like, and whether a focus on easily measurable metrics risks overlooking its true impact.

Host James Chandler is joined by Sarah Gale (Director of Insight, Data and Outcomes at Global) and Dan Innes-Taylor (Senior Insight and Outcomes Manager) to explore how Global is rethinking measurement for audio, from moving beyond clicks and short-term metrics to better understanding audio’s role across the full funnel in omnichannel campaigns.

Together, they unpack what more effective measurement could look like, and what advertisers should consider when evaluating audio’s contribution to campaign success.

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