IPG Mediabrands is the first agency client to subscribe to the Nielsen Podcast Buyer Listening service. IPG agencies Universal McCann, Initiative, ID Media, Cadreon, Brand Programming Network, Orion, MAGNA and Healix will have access to podcast insights for planning and buying. “IPG Mediabrands is redefining how media, technology and data power our client’s marketing in today’s dynamic marketplace,” said Brian Hughes, EVP of Audience Intelligence and Strategy at MAGNA. “We are excited about the value that this data will provide in servicing all of the agencies with the insights and intelligence paramount for the success of monetization opportunities. This is beneficial to us, and the industry as a whole, as the rapidly growing podcast industry is requiring meaningful data to make sense of listenership.”