Attribution in the Age of Audio and Video

About this episode

Heather Osgood interviews Bryan Barletta about the evolution of podcast attribution and measurement in the converging audio and video landscape.

In this episode of The Podcast Advertising Playbook , host Heather Osgood sits down with Bryan Barletta, Founder of Sounds Profitable , to discuss how podcast attribution has evolved and what measurement really looks like in a world where audio and video are converging. Attribution in podcasting has come a long way, but it is still widely misunderstood. Bryan shares where measurement is genuinely improving, why some reporting may appear lower than expected, and how advertisers can think more strategically about evaluating performance across platforms like Spotify Video, YouTube, and traditional audio. In this episode, we discuss: How podcast attribution has improved and what is driving greater advertiser confidence What advertisers often misunderstand about podcast measurement and performance data The tradeoffs that come with video podcasting and how it impacts reporting How to think about attribution when campaigns run across audio, Spotify Video, and YouTube What “good enough” attribution looks like and what the future of measurement may hold If you are trying to better understand podcast performance and make smarter decisions with attribution data, this episode offers…

People in this episode

Host: Heather Osgood

Guest: Bryan Barletta

Topics covered

• podcast attribution
• audio and video measurement
• advertiser confidence
• performance data
• video podcasting tradeoffs

Keywords

• Spotify Video
• YouTube
• traditional audio
• campaign performance
• future of measurement

Mentioned in this episode

Products: Spotify Video

More episodes of Podcast Advertising Playbook

• The Next Era of Podcast Creation · June 10, 2026 · 46 min
• Podcast Search Optimization and the Future of Discoverability · May 27, 2026 · 39 min
• Smarter Podcast Inventory Starts Here with Frequency & Flightpath · May 13, 2026 · 44 min
• The Signals Shaping Podcast Advertising in 2026 · May 6, 2026 · 37 min
• Building in a Regulated Space: What Kids & Family Podcasting Teaches Us About Advertising · April 29, 2026 · 42 min
• Inside the Mind of a Growth-Focused CMO · April 15, 2026 · 46 min