ART19 has announced its completion of the Interactive Advertising Bureau certification for podcast measurement compliance with the IAB’s audience measurement standards. This makes the enterprise host IAB Tech Lab certified for the 2.0 measurement guidelines for reporting podcast downloads, impressions, and listeners.
Not all hosting and podcast advertising companies are IAB-certified. The certification requires back-end resources and work. Furthermore, any certified platform must be willing to accept measurement changes (whether favorable or unfavorable) that alter their audience metrics.
The IAB standard is mainly welcomed in the industry, especially on the buy side where advertisers and agency audio buyers need a “standard currency” for measuring how many people listen to the shows and are exposed to the ads. Uniformity is key.
“We are excited that adoption of the Podcast Measurement Technical Guidelines is gaining momentum and that ART19 is among a group that is taking the lead by having their implementations certified,” said Dennis Buchheim, SVP and GM of IAB Tech Lab. He also made this interesting observation: “Through the compliance process, we’re validating that there have been a number of inconsistencies across companies and that the guidelines will significantly benefit the industry by enabling participants to speak the same language.”
“We continue to serve our publishing clients in giving them best in class metrics and reporting,” says Dan Jeselsohn, SVP of Digital Technology of ART19. “We also know these guidelines will help advertisers reach more listeners with ease. They can operate with comfort and scale knowing there is a transparent methodology for measurement being followed.”