IAB Announces Podcast Measurement Updates

IAB Tech Lab, the global digital advertising technical standards-setting body, has announced the latest advancements in podcast measurement with the release of Podcast Technical Measurement Guidelines v2.2. The updates are now available for public comment, until March 23, and the Podcast Working Group invites all podcast companies and industry stakeholders to provide feedback within the next 30 days.

As the podcasting landscape continues to evolve, the need for enhanced metrics and improved filtering logic in server-side measurement becomes crucial. The primary objective of the Podcast Technical Measurement Guidelines v2.2 is to address the challenges faced in measuring downloads of the podcast audio file, where client-side confirmation of ad play is typically unavailable from the player apps that consumers use for listening to their favorite shows. This server-side measurement guidance published by IAB Tech Lab is unique in the industry, setting the gold standard for reliable and transparent podcast measurement.

“With the release of Podcast Technical Measurement Guidelines v2.2, IAB Tech Lab reaffirms its commitment to adapting to the dynamic technology and practices in the podcasting industry,” said Anthony Katsur, CEO, IAB Tech Lab. “We urge the entire podcast ecosystem to review the guidelines and actively participate in the feedback process. Your input is instrumental in shaping the future of podcast measurement and the growth of this valuable inventory for an audience that tends to be more deeply focused on the content.”

Click below to download the full IAB Podcast Measurement Technical Guidelines.

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