Podscribe Expands European Podcast Attribution With Roqad Integration
Podscribe, a leading podcast attribution and measurement platform, has announced a significant expansion of its European operations through a new strategic integration with identity solutions provider Roqad. The move substantially enhances Podscribe’s attribution and measurement capabilities across Europe, positioning the company as a stronger player in the fast-evolving global audio advertising ecosystem.
With podcast advertising budgets steadily growing across Europe, the need for accurate, privacy-compliant attribution has never been more critical. The Podscribe–Roqad partnership aims to address that need head-on by enabling advertisers to better understand how podcast and digital audio campaigns perform across multiple devices, platforms, and user environments—without compromising consumer privacy.
Podscribe’s European Push: What’s Driving the Expansion?
Podcasting has moved well beyond its early adopter phase in Europe. Markets such as the UK, Germany, France, and Spain are witnessing rapid increases in podcast listenership, brand investment, and programmatic audio buying. However, attribution challenges—especially in a post-cookie world—have limited advertisers’ ability to confidently scale campaigns.
Podscribe’s integration with Roqad is a direct response to these challenges.
By adding Roqad’s identity resolution technology to its attribution framework, Podscribe significantly expands its ability to:
Track podcast ad exposure across devices
Attribute conversions more accurately
Maintain compliance with strict European privacy regulations
Provide advertisers with confidence in campaign ROI
This strategic alignment strengthens Podscribe’s position as a privacy-forward measurement provider at a time when regulatory scrutiny and consumer consent expectations are reshaping digital advertising.
Eight European Markets Now Supported
As a result of the integration, Podscribe now supports identity resolution and attribution measurement across eight major European markets, including:
United Kingdom
Germany
France
Spain
Italy
Ireland
Denmark
The Netherlands
These countries represent some of the most mature and fastest-growing podcast advertising markets in Europe. For advertisers operating across borders, the expanded coverage enables a more unified and comparable view of audio campaign performance.
Why Identity Resolution Matters in Podcast Attribution
Unlike traditional digital channels, podcast advertising often lacks direct click-based attribution. Listeners may hear an ad on one device and convert days later on another. Add to that the widespread adoption of ad blockers, cookie deprecation, and fragmented user identities, and attribution becomes increasingly complex.
This is where identity resolution plays a critical role.
Key Attribution Challenges Podscribe and Roqad Are Addressing:
Roqad’s independent identity graph allows Podscribe to connect these fragmented signals into a cohesive, privacy-safe attribution model—without relying on invasive tracking mechanisms.
A Privacy-First, GDPR-Aligned Approach
One of the most notable aspects of the Podscribe–Roqad integration is its strict adherence to European privacy standards.
Both companies emphasize a consent-driven, privacy-first framework that aligns with:
GDPR (General Data Protection Regulation)
Regional consent management requirements
Future regulatory expectations across the EU and UK
Rather than relying on third-party cookies or probabilistic tracking, the integration leverages deterministic and consented data signals, ensuring advertisers gain insight without overstepping regulatory or ethical boundaries.
Executive Insights: Why This Partnership Matters
Podscribe CEO Pete Birsinger highlighted the strategic importance of the collaboration, emphasizing the company’s commitment to measurement accuracy.
“We’re obsessed with increasing the accuracy of our measurement, and this partnership with Roqad is a powerful way to do just that,” Birsinger said.
From Roqad’s perspective, the partnership aligns with its mission to future-proof attribution in a rapidly changing ad tech environment.
Roqad CEO Carsten Frien echoed that sentiment:
“We’re excited to partner with Podscribe to expand privacy-safe measurement across Europe. Together, we’re giving advertisers a stronger foundation for attribution by combining independent identity graphs with a future-proof, consent-driven approach.”
Who Is Roqad? A Closer Look at the Identity Solutions Provider
Headquartered in Palo Alto, California, Roqad has built a strong reputation as an identity resolution specialist serving advertisers, agencies, and ad tech platforms across Europe and North America.
Roqad’s Core Capabilities Include:
Independent identity graph technology
Cross-device and cross-channel identity resolution
First- and second-party data enrichment
Privacy-compliant analytics and attribution
Campaign targeting and measurement optimization
Roqad’s solutions are widely used by major players in the advertising ecosystem to overcome challenges such as signal loss, identity fragmentation, and the decline of third-party cookies.
Benefits for Advertisers and Publishers
With Roqad joining Podscribe’s identity framework, advertisers gain access to a more robust and adaptable attribution solution.
Key Benefits Include:
Deeper European coverage across multiple markets
Stronger cross-graph validation for improved accuracy
Better measurement of audio-to-digital conversions
Greater confidence in podcast ROI
Long-term durability in a privacy-regulated future
For publishers and podcast networks, improved attribution also strengthens the value proposition of audio inventory, helping justify premium ad pricing and long-term brand partnerships.
The Bigger Picture: Podcast Advertising in a Post-Cookie World
The Podscribe–Roqad integration reflects a broader shift within ad tech toward:
Privacy-safe identity frameworks
Consent-driven data strategies
Independent measurement solutions
Reduced reliance on legacy tracking methods
As third-party cookies continue to disappear and regulators increase oversight, platforms that invest early in compliant, future-ready attribution models are likely to gain a competitive advantage.
What This Means for the European Audio Advertising Market
This partnership is likely to accelerate podcast ad spend across Europe by reducing one of the industry’s biggest barriers: measurement uncertainty.
By offering advertisers clearer insights into performance while respecting user privacy, Podscribe and Roqad are helping bridge the gap between brand demand and publisher supply in the European audio ecosystem.
Conclusion: A Strategic Move With Long-Term Impact
Podscribe’s integration with Roqad marks a pivotal moment in the evolution of podcast attribution across Europe. By combining advanced identity resolution with a privacy-first philosophy, the partnership delivers a scalable, compliant, and future-proof solution for advertisers navigating the complexities of modern audio advertising.
As podcast consumption continues to rise and advertisers demand greater accountability, collaborations like this are set to define the next chapter of digital audio measurement.
