Digital technology has reshaped our personal and professional lives. It has created new industries, while disrupting others. Digital has provided a level of data and insights not seen in previous times. With that data come opportunities and threats. Meanwhile, the radio industry has recently seen AI-driven attribution technology give validation to the effectiveness of radio advertising. Radio can now leverage attribution data to grow revenue and enhance transparency, while leveling the playing field with digital mediums. Could this be the new currency for radio?