Ari Paparo and Eric Franchi sit down with Matthew Drengler, Head of Partnerships at Podscribe, to unpack the messy reality of podcast measurement. They explore attribution, incrementality, the shift from audio to video, social clips, HLS, and why advertisers still need reliable performance data.The conversation then turns to the changing ad tech landscape, including the open web, Nielsen’s acquisition of DoubleVerify, measurement industry pressure, The Trade Desk’s earnings, PubMatic, Viant, and advertising to AI agents.Takeaways: Video is expanding podcast audiences, but it is also creating new measurement silos across YouTube, Spotify, Apple, and other platforms. Podcast attribution can use RSS prefixes, pixels, and listener-level signals, but those approaches become harder as consumption spreads beyond traditional RSS. Promo codes and vanity URLs capture only part of podcast-driven conversions, making more sophisticated attribution important for performance advertisers. Measurement can unlock more advertiser investment, while independent measurement and trust remain major industry concerns. Ad tech is shifting toward CTV, retail media, apps, creator channels, and AI while traditional open-web and measurement businesses face increasing pressure.Chapters:Ari Paparo, Eric Franchi, Matt DrenglerLearn more about your ad choices. Visit megaphone.fm/adchoices