Fairing

Fairing provides attribution and customer survey software that helps e-commerce brands and marketing teams measure the impact of advertising channels, including podcasts, on purchase decisions. Its core product, "How Did You Hear About Us" (HDYHAU) surveys, captures zero-party data directly from customers at checkout or post-purchase to fill gaps left by click-based and pixel-based tracking methods.

The company focuses heavily on podcast and brand marketing attribution, addressing measurement challenges created by privacy restrictions, ad blockers, and platforms like YouTube and Spotify Video that do not share viewer data with pixels. Fairing's survey-based approach complements traditional IP-matching and RSS-prefix methods used in podcast advertising by directly asking customers which shows or ads influenced their purchase.

Fairing serves e-commerce brands, performance and brand marketing teams, and agencies that need to validate and optimize advertising spend across channels. It has partnered with measurement platforms such as Podscribe to create bi-directional integrations that sync podcast exposure data with customer-reported attribution. The company also produces educational content, including the Marketing Signals podcast, aimed at helping marketers navigate attribution and brand measurement strategies.