Recommends Process for Improving Measurement & Features Enhanced Podcast Content Metrics Definitions
NEW YORK – The IAB Technology Laboratory released an updated version of the “IAB Podcast Measurement Guidelines” for public comment. The original guidelines, released in September 2016, aimed to establish a common set of ad metrics in the podcast space. This revision drives that mission further by introducing a four-step process that will help increase the accuracy of measuring podcast downloads, audience size, and ad delivery. In addition, the new guidelines provide an expanded set of podcast content metrics definitions, since podcast advertising is intrinsically tied to podcast editorial content.
“This update will provide practical solutions and guidance that will help advertisers, publishers, and technology vendors generate more precise podcasting metrics.”
“Podcasts are growing in popularity and marketers are looking for clarity around measurement, so they can increase their ad investments with greater confidence,” said Alanna Gombert, Senior Vice President, Technology and Ad Operations, IAB, and General Manager, IAB Tech Lab. “This update will provide practical solutions and guidance that will help advertisers, publishers, and technology vendors generate more precise podcasting metrics.”
The public comment period for “IAB Podcast Measurement Guidelines 2.0” will run through August 11, 2017, after which the IAB Podcast Technical Working Group will evaluate the comments received. It will then make any necessary revisions, and release a final version. Comments are being accepted via email to podcastTech@iabtechlab.com.
To review the revised guidelines, please go to www.iab.com/podcast-measurement.
About IAB Technology Laboratory
The IAB Technology Laboratory is an independent, international, nonprofit research and development consortium charged with producing and helping companies implement global industry technical standards. Comprised of digital publishers and ad technology firms, as well as marketers, agencies, and other companies with interests in the interactive marketing arena, the IAB Tech Lab’s goal is to reduce friction associated with the digital advertising and marketing supply chain, while contributing to the safe and secure growth of the industry. The organization’s founding member companies include AppNexus, Google, GroupM, Hearst Magazines Digital Media, LinkedIn, PubMatic, Sonobi, Tremor Video, Yahoo, and Yahoo! JAPAN. Established in 2014, the IAB Tech Lab is headquartered in New York City with an office in San Francisco.
About IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco.
