Most platforms still optimize for IAB-defined (Interactive Advertising Bureau) podcast “downloads,” which are useful for standardization but don’t tell B2B teams who listened, whether they were in-market, or how that engagement affected the pipeline. 

Even the IAB Tech Lab acknowledges the industry’s ongoing need for consistently defined metrics across downloads, audience, and ad delivery, which is exactly where enterprise measurement breaks down for ROI reporting.

Chartable’s shutdown in December 2024 has created an even stronger need for a dedicated podcast analytics platform. It was once the go-to attribution layer. But now, brands are forced to rethink prefixes, links, and alternatives for marketing analytics.

If you’re looking to solve this problem, you’re on the right page.

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