In this epochal piece, more a manifesto than an article, guest columnist Steve Goldstein lays out a detailed and convincing interpretation of podcasting moving through a middle-ground era, toward solid adaptation of new usage metrics and advertiser clarity. In one way, this article is a response to the recently released AMP Accords and a deeper questioning of its measurement solutions. With comparisons to YouTube, Steve promotes impression-based presentation of podcasts to advertisers — all the more important as podcasts extend deeper into video. Also — the one-year transition proposed by the AMP Accords is too long, Steve asserts. Among the many must-reads in Steve’s column series, this one is preeminent. Essential insights.
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