Podbean, the podcast hosting and monetization service, has become the latest company to secure certification from the IAB Tech Lab for podcast measurement compliance. The certification covers download, listener and ad delivery metrics, according to the Tech Lab’s report on Podbean.
“The official IAB Tech Lab certification reassures advertisers about the standardization of data provided by podcasts using Podbean’s PodAds dynamic ad insertion and Ads Marketplace,” said CEO David Xu. “In our continued effort to maximize monetization opportunities for our podcasters, this is an important step to help them attract more advertisers.” Podbean, which launched in 2006, works with more than 400,000 podcasts.
The IAB says the Podcast Measurement Compliance Program certifies that companies are adhering to the V 2.0 guidelines that were released in December 2017. Those guidelines establish a common set of ad metrics for podcasts and a base set of principles that any measurement system should support. This helps to address industry challenges such as lack of uniformity in measurement systems and how metrics are defined.
The IAB says 17 companies have now become certified for podcasting, a list that also includes Acast, Art19, BluBrry, Captivate, Chartable, Empire Streaming, Libsyn, Megaphone, NPR, Omny Studio, Podtrac, Simplecast, Spreaker, Triton Digital, Voxnest and Whooshkaa.
In a separate announcement, Podbean says it has also made several changes to its user interface to improve the ease and functionality for users. That includes faster loading times and navigation, a clearer user interface and intuitive layout, and the addition of a podcast distribution section for the most popular podcast apps.