The podcast measurement company Podtrac has become the latest vendor to win over the Interactive Advertising Bureau (IAB) for implementing the new version 2.0 measurement guidelines. The IAB confirms Podtrac’s download and listener numbers comply with the parameters established by the industry more than a year ago.
Podtrac and any of the other companies that have gone through the certification process must submit their data collection and analytics processes to a review by the IAB Tech Lab. It then determines whether the numbers meet the standardized approach defined by the IAB. Getting the certification isn’t an easy process. It requires months of auditing.
The IAB released the v2.0 guidelines in December 2017 after months of work by 32 podcast companies. 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, along with an agreed-upon set of metrics and their meanings.
Blubrry and NPR became the first podcast-hosting service providers to have their podcast stats certified by the IAB Tech Lab last December. They were followed by podcast hosting and monetization companies Art19, Voxnest and Whooshkaa in May. Earlier this week Libsyn announced it too had become certified. Several other companies are still undergoing IAB audits and are expected to be added to the list of compliant companies in the coming months.