IAB Tech Lab publishes revised technical guidelines for podcast measurement

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 02, 2020, 5:30 PM UTC

The New York-based body is seeking public comments on the guidelines until the end of this year.

Interactive Advertising Bureau has published revised podcast measurement guidelines, which were last updated in 2017. Podcast Measurement Guidelines 2.1 highlights industry best practices to reduce measurement discrepancies and provide a set of recommended metrics as well as guidelines across the podcast marketplace.

The organisation said the update includes a new section with guidance on user-agent structure, recommendations for IPv6 IP addresses, filtering advice for Apple watchOS user agents and other podcast player recommendations. The update would also “help producers achieve scale, invest in technology and bring tracking standards closer to those available in other media”.

The proposed measurement standards come at a time when the podcast industry has seen exponential growth. IAB and PwC have said they expect the podcast industry to be worth billion-dollars this year.

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