Podcasting Measurement Technical Guidelines

Posted by Steven Poyser On April 02, 2018 Guidelines & Best Practice

Update: The IAB Australia Podcasting Measurement Guidance and Local Market Update (July 2018) is now available to download here

The IAB Australia Audio Council reviewed Version 2 of the IAB US IAB Podcast Measurement Technical Guidelines released in late December 2017, assessing suitability for endorsement in the Australian market. The previous version of the Guidelines was endorsed by IAB Australia in November 2016.

The new guidelines build on Version 1 and provide a recommended processes for generating audience and downloading metrics, with details on:

  • Filtering for uniqueness
  • Filtering for uniqueness
  • Eliminating pre-load requests
  • Eliminating potential bots and bogus requests
  • Applying thresholds for what gets counted

As the recent Audio Advertising: State of The Nation research product by the IAB Australia Audio Council found the level of interest in podcasting advertising has tripled in the last twelve months however the industry is still wanting further clarification on measurement and effectiveness metrics when using podcasts to help give confidence to further investment.

IAB Australia members and others in the podcasting industry were invited to review the latest US guidelines and provide feedback to the IAB Audio Council. Upon review, IAB Australia has since released the Podcasting Measurement Guidance and Local Market Update in July 2018.

The IAB Australia Audio Council has representation from the following organisations: ABC, ARN, Commercial Radio Australia, Eardrum, Macquarie Media, Nova, Omny Southern Cross Austereo, Spotify, The Trade Desk, Triton

Steven Poyser