Audience intelligence platform Veritonic has integrated cross-channel marketing attribution technologies LeadsRx and Podsights into its audio analytics suite to offer “full-flight” performance analysis of podcast, radio and TV ad campaigns.

By integrating LeadsRx marketing attribution data for radio and TV and Podsights attribution data for podcasts, the Veritonic platform becomes a tool to connect pre-market creative analysis with in-market results, the company said in an announcement.

“The addition of these two leading attribution capabilities means both more comprehensive data around audio effectiveness, and faster, smarter decisions about where and how to optimize,” Veritonic CEO Scott Simonelli remarked.

The goal of the partnership is to help marketers learn what makes audio ads work, from voiceover to script, to paths to purchase, to sales – through an integrated tool set.

“Creative is such an important factor in the success of a campaign,” Podsights Director of Partnerships Sarah Cotenoff said. “Veritonic Audio Score allows marketers to pre-qualify creative, and Podsights measures the performance of each creative as it airs.”

The addition of LeadsRx and Podsights to the Veritonic platform is also intended to provide faster, more cost-effective audio analysis for marketers. Attribution data feeds back into Veritonic's Machine Listening and Learning (M-LAL) system, enhancing its ability to predict how different audio creative will perform.

AJ Brown, CEO and co-founder of LeadsRx, said the company’s partnership with Veritonic combines “unrivaled multi-touch attribution and creative measurement to give courageous marketers a unified and impartial view of the customer journey.”