Captivate has announced that the platform has achieved IAB Tech Lab Certified status as a podcast analytics provider.
Our CTO, Kieran, and the Captivate engineering team have been working closely with the IAB to audit, fully document and certify the Captivate podcast analytics measurement and reporting modules to the IAB Tech v2 standards and achieve formal certification from the IAB Tech Lab.
Advanced IAB Tech Lab certified podcast analytics are now available worldwide, to all Captivate podcasters at no extra cost as Captivate becomes the first UK-based podcast host to complete the certification.
Captivate says that its podcast analytics platform was already built to adhere to IAB standards. As such, they are delighted to be able to achieve the IAB certification without any disruption to podcasters and without seeing any significant changes to podcasters’ reported download numbers.
Captivate’s decision to work with the IAB Tech Lab became an easy one to make as podcasters continually look to hone in on the accuracy of their analytics and understand their listenership more and more as the industry progresses.
This means Captivate is now among the other IAB Certified podcast companies including Blubrry, Art19, Voxnest Audience Network, Triton Digital, Libsyn, and more!
Captivate announced that they have introduced Unique Listener Tracking to Captivate analytics as a free upgrade to all Captivate podcasters. Captivate says that, as podcasters, we’re a little addicted to measuring downloads when really, we’d love to be able to measure people who listen to our show. The new feature can do that.
The data as aggregated as:
A unique listener is defined as a listener from the same IP address and the same device within the presented timeframe. This is a way of estimating the number of people downloading your show. This is based on the IAB v2 guidelines.
Captivate podcasters will see a new section called Audience Overview. Within that section you’ll now be able to see the following unique listener data points:
- Unique listeners today
- Unique listeners yesterday
- Unique listeners over the last 7 days
- Unique listeners over the last 28 days
- Unique listeners over the last 90 days
- All-time unique listeners
This is part one of an analytics upgrade aiming to make it easier for Captivate podcasters to estimate their true audience size. Captivate also added “Last updated” information to the top right of your analytics screen and your main Captivate dashboard so that you can see the last time they updated your data for you.