IAB Updates Podcast Measurement Guidelines

In New York, the IAB Technology Laboratory has released an updated version of its podcast measurement guidelines, with the aim of establishing a common set of ad metrics for podcast advertisers.

Established in 2014 in New York and San Francisco, the non-profit IAB Tech Lab helps companies implement technical standards across the interactive marketing and digital advertising arena. The updated Guidelines include a four-step process to help increase the accuracy of measuring podcast downloads, audience size, and ad delivery; and an expanded set of podcast content metrics definitions.

The public comment period for the updated guidelines will run to August 11th, after which the IAB Podcast Technical Working Group will evaluate them, revise and release a final version. Comments can be emailed to podcasttech@iabtechlab.com .

Alanna Gombert (pictured), General Manager of the IAB Tech Lab, comments: 'Podcasts are growing in popularity and marketers are looking for clarity around measurement, so they can increase their ad investments with greater confidence. This update will provide practical solutions and guidance that will help advertisers, publishers, and technology vendors generate more precise podcasting metrics'.

To review the revised guidelines, please go to www.iab.com/podcast-measurement .