The challenge is measuring podcast consumption. From the start, podcasts have posed persistent measurement uncertainties: Whole or partial show? Download or stream? Now the Interactive Advertising Bureau (IAB) has released its Podcast Technical Measurement Guidelines v2.3, in years-long effort to institute sensibility and fairness to different aspects of podcast measurement — show downloads, ad delivery, and audience sizes. This release is open for industry feedback and public comment between now and August 19. Key updates include new terminology, technical tracking criteria for video podcasts delivered via RS, URL and RSS tracking. The organizations’ full information release is HERE.
Flexible audio management comes to Instagram.
Social platform Instagram has made it easier to soundtrack the user’s feed. Users can now swap out an existing music track for a different one without disrupting the post. In the past, changing up the music required deleting the existing pot, making a new one, and uploading it. The new facility is called “Replace Audio.” The feature will be especially welcomed in situations that in the past would require removing the entire post and starting over.
Escalation
Holding company and media conglomerate MediaCo has promoted Brian Fisher from Chief Revenue officer to President. He will manage the day-to-day. Albert Rodriguez remains as CEO, and manages long-term strategy and growth. Fisher joined the company in 2021 and became Chief Revenue Officer in 2025. His corporate pedigree includes Disney/ABC, Bloomberg, and Tribune Media.MediaCo reaches a 20M-plus audience monthly via its radio stations and television networks (EstrellaNews, EstrellaTV, and Sigma Audio.
