• by Philip Rosenstein , July 12, 2017

The Interactive Advertising Bureau (IAB) Technology Lab on Tuesday released updated measurement guidelines for podcasts, requesting comment from interested parties.

The first iteration of the IAB’s Podcast Measurement Guidelines was released in September 2016 with the goal of establishing a set of common metrics for measuring podcast ads.

This revision introduces a four-step process to increase the accuracy of measuring downloads, audience size, and ad delivery, as well as providing additional content metrics definitions.

“Podcasts are growing in popularity and marketers are looking for clarity around measurement, so they can increase their ad investments with greater confidence,” stated Alanna Gombert, senior vice president, technology and ad operations, IAB, and general manager, IAB Tech Lab.

The public comment period for this new iteration of the IAB’s Podcast Measurement Guidelines will close on Aug. 11.