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YouTube and podcast media you can audit.

We vet every channel before money is committed, verify each placement after it runs, and report what the spend returned against your P&L.

Submit a brief Read our standards
Fig. 1 Placement checks from a flight in progress Specimen record. Values are invented; no client data.
Placement checks, part 1 of 2
RefPlacementCheckResult
P-01Podcast ep. 212, mid-roll, 60 sAircheckRan as briefed
Y-02YouTube integration at 04:12DisclosureSpoken and on screen
P-03Podcast ep. 88, pre-roll, 30 sAircheckCode dropped, make-good claimed
Placement checks, part 2 of 2
RefPlacementCheckResult
Y-04YouTube integration, day 30Delivery58% of guarantee, on pace
P-05Podcast ep. 41, mid-roll, 60 sDownloads103% of guarantee
Y-06YouTube integration at 11:47DisclosureLabel only, raised with seller

The order of work

Every flight goes through four stages, and each one ends in a document you can check.

  1. Vet

    We review the back catalog, the audience, disclosure history and suitability before anything is booked.

    Output Vetting memo

  2. Buy

    Each placement is benchmarked against published rate cards and bought with a guarantee and a make-good.

    Output Media plan

  3. Verify

    Every placement is checked after it runs: the aircheck or timestamp, the disclosure and the delivery.

    Output Verification log

  4. Measure

    The holdout and the read window are agreed before launch, and results are stated against your P&L.

    Output Readout

Runs across all four Compliance review, carried out with your legal team.

A report your finance team can check

Every readout states the method, the exposed group, the holdout and the difference between them, so the number that reaches the P&L is the incremental one, and cost per incremental customer sits next to your blended CAC.

When a test comes back flat, the readout says so and the budget moves.

Of the 453 buyers the IAB surveyed, 39% named proving ROI as their leading creator marketing challenge, and 55% used the platforms’ native reporting to measure it (IAB, 2025-11).

How we measure

Readout

Flight 2, podcast and YouTube

Design
Matched-region holdout
Read
Day 30 after last placement
Incremental results by group
GroupLift vs holdout90% intervalCall
Podcast group A+11.2%6.0 to 16.1Scale
YouTube group B+6.4%1.1 to 11.9Hold
YouTube group C+0.8%−3.9 to 5.2Cut
Media
$186,400
Our fee
$18,000
Incremental customers
1,240860 to 1,610
Cost per incremental customer
$165$127 to $238
Blended CAC, same period
$142

Note YouTube group C showed no lift we could separate from zero at 90% confidence. Its budget moves to podcast group A for flight 3.

Fig. 2 Specimen record. Values are invented; no client data.
A crawler tractor chained to a low trailer behind an orange tractor unit with an oversize-load sign, on a dirt clearing below trees
Fig. 3 Frame source: Diesel Creek, YouTube 1600 × 686 crop

Long-form YouTube, planned like a television buy

We plan integrations against a reach target, write a minimum view guarantee and a make-good into every flat fee, and check delivery at 30, 60 and 90 days. In Agentio’s data, close to 40% of YouTube integration views came after day 30 (Agentio, 2026-01-14). A placement is closed only at the end of its 90-day window.

Long-form YouTube
Jon Law talking at a podcast microphone in front of acoustic panels
Fig. 4 Frame source: Jon Law, YouTube 440 × 550 crop

Podcast reads, checked against the brief

We pull the aircheck for every read and compare it with the brief: length, position, talking points, code and URL. A read that runs short or drops the offer goes into the verification log, and we claim the make-good in writing.

Players return very little playback data, so downloads are counted from the seller’s server records (IAB Tech Lab, 2024-05). Counts must follow the current IAB Tech Lab guidelines, and results are taken no sooner than day 30 after the final episode.

Delivery verification

Fintech, insurance and health

A creator buy in a regulated category needs two things: a disclosure written to the FTC Endorsement Guides, and claims your legal team has approved. We review scripts with your lawyers before they reach the host, then check every placement after it runs.

Compliance support

Checked on every placement

  • The brand connection is disclosed, hard to miss, everywhere the endorsement runs. 16 CFR § 255.5, retrieved 2026-10-05
  • Disclosure matches the claim’s format: audible when the claim is spoken, visible when it is on screen. 16 CFR § 255.0(f), retrieved 2026-10-05
  • YouTube: disclosure early in the video itself, with the paid promotion label switched on. FTC, Endorsement Guides FAQ, retrieved 2026-10-05
  • The wording is plain: “ad” or “sponsored”, never “sp”, “spon” or “collab”. FTC, Disclosures 101, 2019-11
  • Every claim in the talking points was approved by your legal team before the host saw it.
  • The channel shows no bought followers, views or comments. 16 CFR Part 465, 89 FR 68077, 2024-08-22

The market, with its sources

Figures we rely on, each linked to where it was published.

Market figures for creator and podcast advertising, with sources
FigureWhat it measuresSourcePublished
$2.9BUS podcast advertising revenue in 2025, up 17.6% on 2024IAB and PwCInternet Advertising Revenue Report, full-year 20252026-04
$37.1BUS creator economy ad spend projected for 2025, up 26% on 2024IAB2025 Creator Economy Ad Spend and Strategy Report2025-11
39%Buyers naming proof of ROI as their top creator marketing challengeIAB2025 Creator Economy Ad Spend and Strategy Report2025-11
55%Buyers measuring creator marketing with the ad platforms’ own reportingIAB2025 Creator Economy Ad Spend and Strategy Report2025-11
~40%Share of views on YouTube integrations that arrive after day 30AgentioThe Ultimate 2026 YouTube Creator Marketing Playbook2026-01-14
<50%Share of the eventual podcast ad response captured by a seven-day readingMagellan AIPodcast Measurement Benchmark Report Q2 20262026-09

Briefings

All briefings
  1. Compliance

    FTC disclosure for creator ads: what the rules ask of brands

    The FTC Endorsement Guides as they apply to brands paying YouTube creators and podcast hosts: material connections, disclosure standard, platform labels, wording and liability.     Reading time: 5 min
  2. Vetting

    How to vet a YouTube channel before you sponsor it

    A seven-step procedure for vetting a YouTube channel before a sponsorship: back catalog, audience, bought engagement, disclosure record and sponsor conflicts.     Reading time: 4 min
  3. Buying

    View guarantees and make-goods in creator and podcast buys

    View guarantees and make-goods in YouTube and podcast buys: the guaranteed measure, the counting window, the counting method and the claim procedure.     Reading time: 4 min
  4. Measurement

    How to run an incrementality test for podcast ads

    Designing and reading an incrementality test for podcast ads: baseline, holdout design, sample size, read window, and the place of codes, surveys and pixels.     Reading time: 4 min

Start with one flight

Send us your category, budget range and what your finance team needs to see. We reply with how we would vet, buy and measure a first flight.

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