There’s been a lot of talk surrounding podcasting metrics lately. Some would say the state of measuring podcasts is a “Wild West” of varying methods with no centralized protocols. Others would say that they’ve had proven processes in place for years to accurately measure the audience of their podcasts. The Interactive Advertising Bureau (IAB) has been working diligently to bridge the gap between these two mindsets. The organization made a big step forward earlier this week when it released its Podcast Ad Metrics Guidelines:
This document provides an introduction to tracking ad delivery in a podcast and attempts to provide clarity in the marketplace by describing common and existing practices. It breaks down some of the technical details of content and ad delivery and then defines the commonly used metrics, with some examples on how to measure those metrics. While we expect this document to be updated further as the market develops, we believe that this will help buyers, publishers, and the developers of technology by guiding them toward a common language.
The guidelines were released in the form of a downloadable 14-page PDF. A long list of contributing organizations, including ESPN, Midroll, LibSyn, Rawvoice, PodcastOne, NPR, and more, helped to finalize the rules set forth in the document. The guidelines contain much more information than we can cover in one blog post. But it’s definitely worth a read (especially the appendix section in the last few pages) if you’d like to know more about the technical aspects of podcast download measurement.
To see how some noteworthy representatives in the podcasting space reacted to the IAB document, check out this article from Radio Ink.