“For years, we've had our clients advertise in podcasts,” reports Marshall Williams, chief executive of audio-focused agency Ad Results Media.
The Houston, Texas-based shop, in fact, has worked on podcast campaigns for advertisers such as brewer Molson Coors, shaving brand Harry’s, exercise and media firm Peloton, meal-kit service Blue Apron, The New Yorker magazine, and lingerie manufacturer Third Love.
In each case, a clear problem hampered these efforts.
“It was always a challenge to track [results],” Williams said. “Vanity URLs and discount codes didn't give us as good a read as we would have liked. We needed something...