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IAB releases its newest Podcast Measurement Guidelines
This second version, offered as a draft in July, tightens up standards to measure ads and audience for this booming medium.
Podcasting ad revenues are expected to jump 85 percent this year compared to last, from $119 million to $220 million.
But that estimate by the Interactive Advertising Bureau (IAB) assumes that advertisers are fairly happy with how the podcasts, ads and audiences are measured. In further support of that aim, the IAB has released the final version 2 of its Podcast Measurement Technical Guidelines.
A draft version was offered in July for comments following the September 2016 release of version 1.
“Common measurement practices are like oxygen,” wrote NPR Senior Director of Audience Insights Steve Muldur in an IAB blog post announcing the new Guidelines. “When they are absent, everyone notices immediately and the result is painful.”
“When they are present, the industry evolves and flourishes.”