Sarah Foss on data platform
From Radio Has Been Rebooted: Entercom's Foss · · BeetTV
“Entercom has built a data platform that allows us to look at our audience not just with comScore data but with first party information from listeners across all platforms, enabling robust visibility for advertisers.”
On , Sarah Foss, Chief Technology Officer at AUDACY INC, spoke about data platform during Radio Has Been Rebooted: Entercom's Foss on BeetTV.
About Sarah Foss
In a September 2021 interview, Sarah Foss, then Chief Information Officer at Entercom (later Audacy), described the company's evolution from a traditional radio broadcaster to an audio company. She noted that following the merger with CBS Radio three years prior, the company invested in the radio.com streaming platform, acquired two podcasting companies, and announced the acquisition of a sports betting company. Foss stated that Entercom had built a data platform using first-party listener information, which she said provided advertisers with robust audience visibility and the ability to attribute campaign outcomes, such as a listener visiting a store or adding an item to a shopping list via smart speaker. Foss said that the "rediscovery of radio and audio" in 2020 had shifted advertiser interest, with agencies and advertisers working with Entercom on data strategies to target audiences across platforms including mobile, car, smart speakers, and computers. She reported sellouts on radio.com and "massive interest" from advertisers targeting local and national audiences, attributing this to the company's ability to connect brands to content and demonstrate campaign success.