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Podcasting has been growing in importance as doubt rises around the future of third party cookies.

American data and measurement company Nielsen is launching a measuring tool to gauge the effectiveness of podcast ads in the UK. With UK’s six million weekly podcast listeners to double in the next three years, an estimated 75% of advertisers are increasing their podcast spends.

The “Nielsen Podcast Brand Effect” tool measures various brand metrics, including ad recall, brand familiarity. It also measures numerous content metrics like overall rating and engagement, among others. It can help advertisers “quantify the impact and effectiveness of their podcast ads”.

The results from the US market, where the tool is already operational, revealed that 57% of podcast ads outperformed pre-roll video in driving purchase intent. Nielsen’s Amanda Woodley said that the tool would help advertisers which podcast type works best for their brand.

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