Podtrac made a update to its algorithm for calculating unique downloads. This change will go into effect on the Podtrac dashboard on June 1, 2019. The new download numbers were reported for the first time for top publishers in the April Top 10 Publishers ranking.
Podtrac is updating its measurement algorithm as part of the Interactive Advertising Bureau (IAB) Tech Lab compliance and certification process, as well as taking this opportunity to update for changes in the podcast landscape.
How will the update affect Podtrac Podcaster’s numbers? Podtrac says the good news is that your unique monthly audience numbers (US and Global) will not see substantial change.
However, the not so happy news is you should expect to see your download numbers decrease to be consistent with the new guidelines.
Podtrac explains that download numbers might go up or down anyway based on seasonality associated with your show or podcast. Keep in mind that your download numbers might go up or down anyway based on any seasonality associated with your show or podcast consumption trends in general, but the overall impact from the new algorithm is changes will be a more conservative download count per the IAB standard.
Podtrac pointed out that the IAB published Podcast Measurement Technical Guidelines 2.0 in December of 2017. Advertisers are getting behind the IAB Compliance Program as a way to make it easier and more reliable for them to make advertising decisions across multiple shows. Advertisers are requesting companies submit advertising proposals to identify shows with IAB 2.0 certified counts.
You may want to read the entire Podtrac update post for more information.