Podscribe Launches Enhanced “Double Device Graph” for Updated Measurement Accuracy

Podscribe, a leader in podcast attribution and incrementally testing, announces the expansion its device graph capabilities by combining Tapad (Experian) and Neustar (TransUnion) Device Graph technology. This enhancement delivers unprecedented scale and accuracy in audience measurement.

Key Advancements 

The enhanced Double Device Graph achieves:

  • 85%+ US household match rates
  • 3x increase in digital identifiers for matching
  • Higher confidence matches through dual-graph triangulation
  • Improved conversion tracking through expanded digital identifier coverage

Expanded Audience Intelligence 

Through the TransUnion partnership, Podscribe now provides comprehensive Neustar audience segments, enabling advertisers and publishers to:

  • Access detailed household demographics and behaviors
  • Track segment-specific campaign performance
  • Identify top-converting audience segments
  • Match advertisers with optimal podcast audiences
  • Create targeted content based on verified listener profiles

“By combining the two leading US device graphs, we’re setting out a new standard for measurement accuracy in podcast advertising,” says Matt Drengler. “Our clients can now make decisions based on actual listener behavior, not assumptions.

Availability 

The enhanced Double Device Graph capabilities are available immediately for all Pudscribe measurement clients.

About Podscribe

Podscribe specializes in attribution and incrementally testing for podcasts, streaming, and beyond. Leveraging pixel-based tracking and household-level data, Podscribe delivers actionable insights, empowering advertisers to measure true campaign strategies, and confidently report ROI.