IAB Releases Updated Draft Of Podcast Measurement Guidelines For Comment

New Draft

The INTERACTIVE ADVERTISING BUREAU (IAB) Technology Laboratory has released an updated draft version of its “IAB Podcast Measurement Guidelines” for public comment, revising the original version released last SEPTEMBER.  The revision adds a four-step process that the IAB says "will help increase the accuracy of measuring podcast downloads, audience size, and ad delivery" and expands some podcast content metrics definitions.  Public comments are due by AUGUST 11th at podcastTech@iabtechlab.com.

The new four-step process for measurement includes filtering download requests for things like bots and pre-loaded podcasts; applying threshold levels to make sure the file size being downloaded meets criteria to qualify as a legitimate download; generation of metrics; and self-auditing the process on an ongoing basis.

“Podcasts are growing in popularity and marketers are looking for clarity around measurement, so they can increase their ad investments with greater confidence,” said IAB SVP, Technology and Ad Operations and GM, IAB Tech Lab ALANNA GOMBERT. “This update will provide practical solutions and guidance that will help advertisers, publishers, and technology vendors generate more precise podcasting metrics.”

Review the revised guidelines at www.iab.com/podcast-measurement.

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