Podtrac Measurement is consistent with IAB 2.0 Podcast Metric guidelines........ And Then Some
In December 2017, the IAB published its 2.0 Podcast Measurement Technical Guidelines which “attempts to provide clarity in the marketplace by describing best practices for measuring downloads, audience size, and ad delivery.” Podtrac was a significant contributor to this document.
Podtrac audience counts are, and have always been, consistent with the best practices outlined in the IAB Podcast Metrics 2.0 document.
Podtrac provides the following podcast metrics:
Unique monthly audience for publisher and podcast audience
Unique downloads per episode
Unique downloads per source
Unique downloads per country
Podtrac uses a 24-hour look-up window to produce the above metrics. Additionally, Podtrac uses proprietary sophisticated processes to uniquely identify mobile users and individuals behind corporate and university firewalls. Podtrac also eliminates bogus requests and bots, header requests, identifies and aggregates uniques, filters play/pause/play scenarios, uses advanced algorithms for partially downloaded content, and conducts many other data analysis on its counts to ensure they represent the best available audience counts available.
Podtrac originated the unique analysis of podcast download traffic and published the first white paper on podcast measurement in 2005. Its measurement system has served as a model for podcast traffic analysis for several industry guidelines over the years, including those published by: The Association of Downloadable Media (2008), the Public Media Working Group (2016), and the IAB (2016, 2017). Podtrac was a major contributor to the IAB 2.0 standard, and its compliance with the standards in the document pre-dates the publishing of the document itself. Publishers that use Podtrac for the audience metrics listed above have always been IAB 2.0 compliant.
The IAB standards serve as a common set of principles or guidelines for podcast publishers and technology providers to adhere to/agree on, rather than a precise formula for audience calculations. To prevent against potential fraud and provide a collective analysis depth across the industry, Podtrac is supportive of multiple methods of various industry participants (including publishers, measurement companies, and ad insertion companies) to adhere to the guidelines provided in the technical spec with different approaches to its implementation. Support from as many industry participants as possible is the overall goal of the spec. Thanks to all who participate.