IAB Podcast Measurement Guidelines Ready for Public Comment

The IAB Technology Laboratory today 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.“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.”