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IAB tech lab releases guidelines for podcast advertising
Manuela Walfenzao| 7 de septiembre de 2016
Los anuncios en podcasts tienen un gran alcance
Podcast advertising, as well as the media, are constantly evolving. One of the challenges that Interactive Advertising Bureau (IAB) faced was preparing a document about the uses, metrics and effectiveness of ads using this media, and this effort resulted in a set of podcast ad metrics guidelines that the Interactive Advertising Bureau’s Tech Lab issued on Tuesday 6th. “This document is the first attempt to bring IAB members together, describe common practices and provide a common set of metric definitions” the document reads. “With a consistent set of podcast advertising metrics, buyers and sellers can engage in a conversation about campaign strategy with confidence.” The guide provides definitions for key concepts of this media such as content downloads. It also establishes when a podcast ad is considered delivered, and this happens when the podcast file containing the ad file is downloaded. “Even with its inherent challenges, some advertisers are already fans of podcast advertising, since their ROI is based on direct response” noted Rockie Thomas, an AdsWizz Executive and the Co-Leader of the IAB’s Podcast Technical Working Group. “Other advertisers, mostly brands, are willing to invest money in advertising to this audience, but they need parity data found in other digital media to transact programmatic marketing.”
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