WideOrbit Adopts IAB Guidelines for Podcast Advertising Measurement

WO On Demand automatically generates industry-standard metrics and reports, simplifying the process of communicating podcast audience value to advertisers

SAN FRANCISCO – To help podcast publishers monetize audiences and strengthen confidence in its advertising, WideOrbit has integrated industry standard metrics developed by the IAB into its WO On Demand podcast management software. Metrics based on Interactive Advertising Bureau (IAB) Technology Lab Podcast Measurement Guidelines are available now to all WO On Demand users for measuring podcast content, audience, and advertising performance.

We’re making ads in podcasts easier to sell than ever: IAB guidelines are now part of WO On Demand

The Guidelines establish a common set of measurements and technical standards intended to “increase the accuracy of measuring podcast downloads, audience size and ad delivery,” according to a recent statement by the IAB.

New features in WO On Demand will allow comparisons of audience composition and behavior across podcast products and providers using the IAB’s metrics.

WO On Demand users will also be able to document and compare audience attributes across digital audio formats, including live streaming, with standardized definitions of ‘downloads’ and ‘listeners.’ In accordance with the Guidelines, WideOrbit software will only count listeners who consume a minimum of one minute of audio content.

In addition, WO On Demand will protect advertisers and publishers from potentially fraudulent behavior by implementing the IAB’s recommendations for recognizing unique listeners and disqualifying requests from false sources like bots.

“We are constantly looking for ways to help media companies elevate the value of their audiences, so we are delighted to support podcast audience measurement by integrating IAB guidelines into WO On Demand,” said Eric R. Mathewson, founder and CEO, WideOrbit. “This step will make it simpler for publishers to highlight the value of their podcast audiences while giving marketers greater confidence to make podcasts part of their advertising mix.”

WideOrbit, the technology platform for media companies to connect audiences and ads everywhere, is a member of the IAB Tech Lab’s Podcast Technical Working Group, which addresses podcast content and advertising methods for downloaded and streaming podcasts.

About WideOrbit

WideOrbit is the technology platform for media companies to connect audiences and ads, everywhere. Its mission is to simplify media buying and selling by focusing on innovation, customer delight, and value creation for both sides of media transactions. Starting with its core traffic management solution, WideOrbit centralizes operations and streamlines workflows for radio, cable, and television companies. The company continues to introduce new benefits to the media industry, including a programmatic media exchange for increasing demand for advertising inventory and improving campaign efficiency.

WideOrbit is headquartered in San Francisco with offices worldwide. Customers include NBCUniversal, Tribune Media, Entercom Communications, Raycom Media, TEGNA, AMC Networks and many other top media companies around the world. Learn more at wideorbit.com.