With the podcast industry's significant growth, and ad revenue projected to reach $1 billion in the U.S. for 2020, there is a need to keep pace with market needs and provide further clarification of the Measurement Guidelines. The IAB Tech Lab Podcast Technical Working Group put together the latest updates on industry best practices to reduce measurement discrepancies and provide a set of recommended metrics and guidelines across the podcast marketplace. The IAB Podcast Measurement Technical Guidelines 2.1 have significant updates over the current version, which was last updated in 2017. They include a new section with guidance on user agent structure, recommendations for IPv6 IP addresses, filtering guidance for Apple watchOS user agents, and a number of additional podcast player recommendations.
The IAB Podcast Measurement Technical Guidelines 2.1 define four metrics – Download, Listener, Ad Delivered, and Client-Confirmed Ad Play – creating the first step toward an improved environment where buyers and sellers can use a clearly defined common language. This is important because improved communication will enable producers to scale their operations and invest in technology that brings tracking closer to the standards available in other media options.
"The changes to the IAB Podcast Measurement Technical Guidelines v2.1 are the result of hours of conversation, collaboration, and research among podcast industry leaders across a range of topics most notably with respect to guidance for podcast app developers," said Robert Freeland, Co-Founder and CTO, Podtrac. "The IAB Tech Lab Podcast Technical Working Group continues to iterate on its standards to provide the market with the most accurate and consistent data."
IAB Tech Lab Podcast Technical Working Group Co-Chairs include Steve Mulder, Senior Director of Audience Insights, NPR and Robert Freeland, Co-Founder and CTO, Podtrac.
To review the proposed standard and provide feedback, please go to: https://iabtechlab.com/standards/podcast-measurement-guidelines/