Magellan AI announced an expanded partnership with iHeartMedia (NASDAQ: IHRT) to provide broadcast radio attribution services to advertisers, according to a company statement.

The collaboration extends Magellan AI's existing partnership with iHeartMedia beyond podcasts, streaming audio and connected TV to include broadcast radio measurement capabilities. The platform will use iHeartMedia's simulcast data to track listeners exposed to broadcast radio and connect that exposure to measurable outcomes.

The attribution reporting will be available exclusively to advertisers working with iHeartMedia. The service aims to provide insights into radio campaign performance across metrics including web visits, form fills, leads and purchases.

"Advertisers want clearer insight into how every channel contributes to outcomes," said Cameron Hendrix, CEO and Co-Founder of Magellan AI. "Our expanded partnership with iHeartMedia brings broadcast radio into the same attribution framework as digital audio and other media, giving brands a more complete view of campaign performance."

Lainie Fertick, President of iHeartMedia Insights, said the partnership combines Magellan AI's attribution technology with iHeartMedia's simulcast data to provide visibility into how broadcast radio works alongside other channels.

Magellan AI operates an audio advertising intelligence and measurement platform. iHeartMedia describes itself as the leading audio media company in America, reaching nine out of ten Americans monthly through its broadcast radio assets.