Chartable

Chartable
Name	Chartable
Type	Private
Industry	Podcasting, Analytics
Founded	2014
Founders	David Smyth; Tony Mascorro
Headquarters	United States
Products	Podcast analytics, Attribution, Advertising measurement

Chartable is a company offering podcast analytics, attribution, and audience measurement tools for creators, advertisers, and publishers. It provides services that intersect with podcast hosting platforms, advertising networks, and audience measurement initiatives used by firms across media and technology sectors. Chartable's tools are used to track downloads, advertising campaigns, and listener behaviors in contexts involving platforms and publishers.

Overview

Chartable develops analytics and attribution products designed for podcast producers, advertisers, and networks. Its offerings integrate with podcast hosts, ad tech firms, and distributors similar to relationships seen between Spotify (service), Apple Inc., Google LLC, Amazon (company), and Stitcher. The company positions itself among competitors such as Podtrac, Libsyn, Blubrry, Megaphone (podcast platform), and Acast while interacting with advertisers represented by agencies like WPP plc, Omnicom Group, and Publicis Groupe. Chartable's platform is used by publishers, production companies, and networks comparable to NPR, Wondery, Gimlet Media, iHeartRadio, and BBC producers.

History

Chartable was founded in 2014 by entrepreneurs with prior experience in podcast technology and advertising. Early adoption came from independent podcasters and smaller networks that also engaged with platforms such as SoundCloud, YouTube, and Twitter for distribution and promotion. Over time, Chartable expanded features to address attribution needs similar to innovations driven by firms like Nielsen Holdings, Comscore, and Rentrak. Strategic growth included partnerships and integrations with hosting providers like Simplecast and analytics collaborations akin to work by Edison Research and measurement efforts tied to trade groups such as the Interactive Advertising Bureau.

Products and Services

Chartable's product suite includes podcast analytics dashboards, attribution tools, and campaign tracking. Analytics services provide download and listener metrics comparable to reports issued by Spotify, Apple Podcasts, and Apple Inc.-linked dashboards, while attribution ties advertising placements to listener actions in ways related to methods used by Google Analytics, Adobe Analytics, and Facebook (Meta) measurement. Additional offerings target podcast advertising teams at networks like Gimlet Media, Wondery, and iHeartMedia for campaign verification and conversion tracking. Services also include charting and discovery tools mirroring functions seen on platforms such as Apple Music, SoundCloud, and Pandora Radio.

Technology and Data Practices

Chartable employs server-side analytics, tracking pixels, and attribution links to collect podcast download and campaign event data integrating with hosting platforms like Libsyn and Megaphone (podcast platform). Its technical stack parallels event-tracking approaches used by companies such as Google LLC, Amazon Web Services, and Cloudflare for delivery and log aggregation. Data practices incorporate timestamped logs, IP-based geolocation techniques akin to those used by MaxMind, and identifier matching resembling methods from LiveRamp and The Trade Desk. The company processes data to produce aggregated audience metrics in the spirit of reporting frameworks adopted by Nielsen Audio and research projects by Edison Research.

Business Model and Partnerships

Chartable operates on a subscription and enterprise licensing model serving podcasters, networks, and advertisers, with parallels to commercial arrangements at Spotify, Apple Inc., and ad platforms like The Trade Desk. Partnerships include integrations with hosting providers, ad serving companies, and agencies affiliated with WPP plc and Omnicom Group. The firm's partner ecosystem resembles alliances observed between Acast and Audioboom and advertisers such as Procter & Gamble, Unilever, and PepsiCo that invest in podcast campaigns. Chartable has pursued reseller and API relationships similar to integrations offered by AWS Marketplace and Google Cloud Platform partners.

Reception and Impact

Industry reception has noted Chartable's role in improving campaign measurement and attribution for podcast advertising, drawing commentary from publishers and agencies that also evaluate providers like Podtrac and Nielsen Holdings. Media outlets covering podcast business developments such as The New York Times, The Washington Post, The Guardian, Variety (magazine), and The Wall Street Journal have referenced analytics and measurement innovations that companies including Chartable contribute to. The service influenced advertiser confidence in podcast metrics, comparable to effects credited to measurement work by Nielsen and Edison Research.

Privacy and Legal Issues

Chartable's data collection and attribution practices raise privacy considerations akin to debates involving Google LLC, Facebook (Meta), and Twitter over tracking and user identifiers. Legal and regulatory contexts include compliance pressures similar to those imposed by laws and frameworks such as the General Data Protection Regulation and rulings affecting data processors in jurisdictions where media companies like BBC and The New York Times Company operate. The company must navigate advertiser contracts, platform terms seen at Apple Inc. and Spotify, and emerging privacy norms promoted by organizations such as the Interactive Advertising Bureau.

Category:Podcasting companies