Podtrac announced that the IAB Tech Lab officially verified Podtrac’s podcast measurement system as compliant with the IAB Podcast Measurement Technical Guidelines Version 2.0.
Podtrac provides the industry with the first podcast audience counts through a redirect that are verified as compliant with the Version 2.0 guidelines across any podcast publisher to easily access verified counts for their podcast.
Podtrac’s Version 2.0 guidelines-compliant analytics apply to all podcast download and unique monthly audience counts provided by Podtrac to publishers in their Podtrac Measurement Dashboard and to the industry at large via Podtrac’s Industry Rankings, which provides a ranking of podcasts across all podcast listening sources by unique US monthly audience.
The IAB Podcast Working Group, comprised of more than 40 member companies, including podcast publishers and hosting companies, developed the IAB Podcast Measurement Technical Guidelines Version 1.0 published in 2016 and Version 2.0 guidelines published in 2017. The IAB Tech Lab’s Podcast Measurement Compliance Program is an opt-in initiative, and includes a rigorous audit of systems and technologies used to produce counts consistent with the guidelines.
Since 2005, Podtrac has proactively updated its analysis algorithms based on changes to podcast download behaviors and technologies. Podtrac measures over a billion downloads a month across tens of thousands of podcasts including the most popular publishers and podcasts.