Magellan AI has added privacy-compliant UID2.0 and ID5 to its podcast and streaming audio campaign measurement. The intelligence, analytics and measurement company says these next-generation identifiers align with the growing emphasis on user privacy and enhance the company’s ability to deliver precise and actionable insights.

The new identifiers provide Magellan AI’s customers with enhanced measurement capabilities to effectively measure and optimize their campaigns as the industry moves away from traditional cookie and IP-based identifiers. Cookie-less identifiers are available for all Magellan AI customers that utilize ad tags supporting UID2.0 and ID5.

Jim Ballas, head of publisher partnerships at Magellan AI, says, “Advertisers are increasingly seeking solutions that respect user privacy while maintaining reliable performance metrics. By integrating these new identifiers, we are solving today’s demands, while future-proofing as podcasting adds additional programmatic capabilities to compete across mediums.”

Magellan AI has created a world-wide database of podcast advertising data and continuously monitors 40,000 advertisers across 50,000 audio and podcast shows to enable brands and publishers to scale podcasts and better track outcomes.