Why podcast measurement is hotter than ever, plus biggest agency ventures revealed: Datacenter Weekly

TelevisaUnivision unveils Hispanic identity graph

“TelevisaUnivision is launching a Hispanic identity graph that does something most other third-party data generally doesn’t—accurately identify most U.S. Hispanics,” Ad Age’s Jack Neff reports.

Essential context:  “The media company, which talked about developing the data graph during last year’s upfronts, is finally ready to put it to use,” Neff adds. “It tested the result via Truthset, a company that grades data from multiple providers by matching hashed email addresses to compare the accuracy of their records against other databases of known quality. Truthset found TelevisaUnivision’s data substantially outperformed other providers on reach and accuracy with Hispanic households.”

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Biggest agency ventures by category

This just in from Ad Age Datacenter:

Podcast measurement market heats up

“Podcast advertising is growing faster than any other segment in U.S. media,” Ad Age’s Jack Neff reports, “and that’s fueling a battle among measurement players nearly as contentious as in TV, a market more than 30 times bigger.”

Essential context:  “Spotify’s acquisition earlier this year of two of the biggest measurement and analytics firms in the space—Podsights and Chartable—is shaking up podcast measurement,” Neff notes. “Such a deal would seemingly wipe out meaningful competition in a market this size, but since then it’s actually fueled more interest in competitors Podtrac, ArtsAI and Claritas, among advertisers that demand independent measurement.”

Keep reading here.

ICYMI: Advertising employment growth slows

“U.S. ad agency staffing has reached another record high,” Ad Age Datacenter’s Bradley Johnson reports, “but advertising employment growth slowed markedly in April as the ad business added just 500 jobs.”

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Ad Age Datacenter is Kevin Brown, Bradley Johnson and Joy R. Lee.

This week’s newsletter was compiled and written by Simon Dumenco.