Technology

Fairing, Podscribe Partner to Bring Show-Level Attribution to Podcast Advertising

Published on September 28, 2026

Fairing, a customer attribution platform, and Podscribe, an IAB-certified podcast measurement provider, announced a partnership that gives brands show-level data on which podcasts are driving their sales.

According to the companies, the integration addresses a measurement gap created by a shift in listening habits. Traditional podcast attribution relies on IP matching, which works for RSS-distributed audio but cannot track listening on platforms like YouTube, where more Americans now watch podcasts than on any other service and where Google doesn’t share IP data.

Under the partnership, every active Podscribe campaign automatically populates as a response option in Fairing’s post-purchase surveys, refreshed daily and tagged with where each campaign ran. When a customer identifies a show as influencing their purchase, Fairing sends that response back to Podscribe as a verified conversion. The result is attribution at the level of individual shows and formats rather than broad categories like “YouTube” or “podcast.”

“Podcast advertising has scaled because IP matching worked well enough for years,” said Matt Bahr, co-founder and CEO of Fairing. “But as more listening moves to platforms that don’t share the necessary signals, layering in customer-reported attribution has become increasingly important.”

Patrick Schmidt, VP of Partnerships at Podscribe, said the integration “helps advertisers connect what customers say influenced their purchase on a deeper level by allowing them to identify where they were exposed to an advertiser’s message.”

In an early rollout with personal care brand Mando, the auto-suggest follow-ups reduced unassigned survey responses by 3.12% and improved blended podcast cost per acquisition by 9.2% on the same spend, helping the brand identify and renew high-performing shows it had been considering cutting. “We only get so far with ‘podcast’ as a response,” said Tom Herer, Senior Manager of Offline Performance Marketing at Mando parent company Mammoth Brands. “Auto-suggest has been huge; it gives us show-level insights we just couldn’t get before.”

The integration is available now to Fairing customers on the “Advanced Attribution” plan and can be connected without engineering support. The company noted that customer-reported conversions can also be pushed into more than 25 other measurement platforms and data warehouses to complement existing MTA, incrementality, and MMM approaches.