IAB certified

The podcast hosting and monetization company Acast has become the latest company to secure the Interactive Advertising Bureau’s Tech Lab Podcast Measurement Compliance “seal of approval.” The IAB released its version 2.0 measurement guidelines in Dec. 2017 with the support of Acast. The company has been working on their implementation, with data engineers spending months analyzing how it measures listening data across multiple countries.

Acast says it wanted to ensure the IAB standards were “as progressive and rigorous as possible.”

CEO Ross Adams says Acast is in a unique position to assess the IAB standards since its technology is platform-agnostic and it operates in ten countries and hosts more than 7,000 podcasts. “Following our extensive research, we agreed that the IAB’s podcast measurement guidelines are exactly what the industry needs,” he said. “We see the real need for a consistent global measurement standard that can build confidence, not least for our international publishers and podcasters who have listeners around the world. I’m looking forward to seeing how these new processes will help push the industry forward, and open it up for even more advertiser money to flood into the space.”

The latest IAB standards were released last December after months of work by 32 podcast companies, including Acast. The goal was to address a lack of uniformity in measurement systems and metrics by creating strict rules as the basis of certification, including downloads, listens, advertising delivery and play, and an agreed-upon set of metrics and their meanings.

Ross said the IAB 2.0 measurement methodology marks a “major step” forward for the global podcast industry. “Over the last five years we’ve worked with thousands of podcasts and their listening data, and we’ve built up hundreds of thousands of listeners on our own app: we’ve seen what works and what doesn’t when it comes to measuring podcast listening,” he said. “We also partner with thousands of the world’s premium advertisers and understand the need for the most transparent and accurate measurement standards to continue building trust in the marketplace, and drive even more revenue for publishers and podcasters.” Acast previously was the first podcast company in the world to set a global standard of listening with Poddindex.

During the past year several other podcast companies have also secured IAB certification tied to the V2.0 standards, including Art19, Blubrry, Libsyn, NPR, Podtrac, Voxnest and Whooshkaa.