Podtrac supports IAB 2.0 Podcast Metric guidelines
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 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 is the most used podcast measurement system, and it is currently in the IAB review and certification process. We will provide an update once the process is complete.
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.
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.