The Signal

Audio has always worked. Proving it has been the harder part. In the first episode of The Signal, Tom McKay talks to Brian Burrows, SVP of Data and Ad Operations at Katz Digital, about how attribution is changing what buyers expect from audio. Brian explains why click-based measurement misses audio's impact, when listeners often act days or even weeks after hearing an ad, and how campaigns are moving from end-of-campaign reports to optimising mid-flight. He also shares his prediction for 2027: optimisation that feeds automatically back to the supply side, with people still providing the oversight.

About The Signal

The Signal is a video podcast from Covatic, hosted by Tom McKay, Director of Client Success and Strategic Growth. Each episode features people from across media and advertising, including publishers, broadcasters, media agencies, advertisers and ad-tech partners, talking about how the advertising ecosystem is changing and how campaigns are planned, bought and measured. Running through every episode is a focus on outcomes: what's actually working, and why.

To find out more about anything covered in this episode, or about Covatic, email [email protected].