IAB Rolls Out Podcast Measurement Compliance Program

In New York, non-profit consortium the IAB Tech Lab has rolled out a Podcast Measurement Compliance Program, which certifies that companies are adhering to IAB guidelines released a year ago.

A part of trade association the IAB (Interactive Advertising Bureau), the lab is tasked with producing and helping companies implement global technical standards and solutions for the digital media and ad industries. The podcast guidelines establish a common set of ad metrics - for download, listener and ad delivery - for the format, together with a basic set of principles that any measurement system should support.

Dennis Buchheim (pictured), SVP and General Manager, IAB Tech Lab, comments: 'According to the latest IAB/PwC study, podcast advertising is estimated to hit revenues of $402m this year alone, and the marketplace is growing very rapidly, despite measurement hurdles. To continue this growth, measurement practices need to become consistent, accurate and meaningful. The Podcast Measurement Technical Guidelines and Compliance Program help get us closer to this goal'.

Web site: www.iabtechlab.com .