Podtrac Changes Measurement Algorithm Under IAB 2.0, Warns Download Numbers Will Decrease

New Algorithm

PODTRAC has posted an update on its new company blog telling users that it is changing its measurement algorithm for calculating unique podcast downloads, already in use for the APRIL Top 10 Publishers ranking (NET NEWS 5/21) and implemented for other users on JUNE 1st. The new algorithm, which the company says is being made to achieve IAB 2.0 compliance and certification, will likely decrease download numbers measured via PODTRAC. No specifics about the changes were disclosed.

The company, warning that "the overall impact from the new algorithm changes will be a more conservative download count per the IAB standard," would not commit to a specific percentage by which downloads will decrease, but said that the impact, which it said will be seen more clearly by mid- to late-JULY, will depend on several factors and "(s)ome shows will experience slight decreases while others more significant decreases. There is no way for us to tell any specific show the exact amount they will be affected by the updates until the updates are in place."

The company claims that it has been "always been compliant with the guidelines" but that "with the advent of the IAB Certification program, we are beginning to see more coalescing around specific interpretations of the guidelines.  In our view this maturing of the industry and the standards makes this the right time to make adjustments to our algorithm."

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