Overview

Rockie Thomas, CRO of SoundStack, and Katie Stroud from the IAB Tech Lab discussed the importance of standardization in podcast metrics. They emphasized how standards, like those set by the IAB, ensure consistent measurement and build trust in the industry. Matt Shapo from the IAB highlighted the role of the IAB in translating these technical standards into actionable insights for marketers.

They also touched on the certification process for podcast companies, ensuring adherence to these standards. The conversation covered the evolution of podcast measurement, the challenges of programmatic advertising in podcasts, and the importance of public feedback in refining standards. They encouraged podcasters to engage with the IAB and IAB Tech Lab to stay informed and contribute to the ongoing development of industry standards.

Core Concepts

The Role of Standards in Podcasting

Standards play a critical role in ensuring consistency and reliability in podcast measurement and reporting.

Key Points:

• Standards allow for uniform measurement, which is essential for building trust among advertisers and publishers.

• The IAB Tech Lab focuses on technical standards, while the IAB proper translates these standards for practical implementation in the industry.

• The establishment of download measurement standards has been crucial for the growth of the podcasting industry.

Examples:

• The creation of a baseline for download metrics has helped eliminate discrepancies in how downloads are counted, ensuring fair competition among podcast hosting companies.

• The certification process involves a detailed audit to ensure compliance with established guidelines, providing a badge of credibility for certified companies.

Quotes:

We created a baseline, a baseline that everybody could agree to, that everybody could filter the same way.

The IAB helps with the technical standards and the implementation of those standards.

Public Involvement in Standard Setting

The IAB Tech Lab encourages public participation in the standard-setting process to ensure that the standards are practical and reflective of the industry's needs.

Key Points:

• Public comments are solicited during the standard-setting process, allowing for industry-wide input and feedback.

• This inclusive approach ensures that the standards are not only technically sound but also practical and applicable to real-world scenarios.

• Public feedback can lead to significant changes in the standards, as seen with the recent update to the podcast download guidelines.

Examples:

• During the public comment period for version 2.2 of the podcast download guidelines, feedback led to the reintroduction of language regarding Apple Watch duplication.

• The IAB Tech Lab provides opportunities for anyone to comment on the standards, even if they are not members of the IAB or IAB Tech Lab.

Quotes:

We put it out there. We're not saying it's, you know, us, you know, again, not handing the tablet down. Here it is. Review it, tell us what you think.

You do not have to be a member of the IAB or the IAB Tech Lab to comment on the spec.

Challenges and Future Directions in Podcast Measurement

Podcast measurement presents unique challenges due to its nature as a downloaded medium, but ongoing updates and clarifications are necessary to keep up with industry changes.

Key Points:

• Unlike streaming media, podcasting is primarily a downloaded medium, which limits the data available for measurement.

• The IAB Tech Lab has established baseline metrics to address these challenges, but ongoing updates and clarifications are necessary.

• The future of podcasting standards may involve integrating podcasting more seamlessly with other digital media, including developing standards for programmatic advertising and content classification.

Examples:

• The IAB Tech Lab's baseline metrics for download measurement have helped address issues such as duplication and discrepancies in counting downloads.

• The recent update to the podcast download guidelines included clarifications and additional details to help the industry better understand and implement the standards.

Quotes:

The only information we can get is at the time of download, and there was no standard for that.

The more we go to streaming, the lesser.

Conclusion

The talk highlighted the critical role of standards in the podcasting industry, emphasizing the importance of consistency in measurement and reporting. The IAB Tech Lab's efforts in establishing and updating these standards have been instrumental in building trust and facilitating transactions in the industry. Public involvement in the standard-setting process ensures that the standards are practical and reflective of the industry's needs. Despite the unique challenges presented by podcast measurement, ongoing updates and clarifications are necessary to keep up with industry changes. The future of podcasting standards may involve integrating podcasting more seamlessly with other digital media, ensuring that podcasting can compete effectively for advertising dollars.

Food for Thought

• How can the podcasting industry balance the need for standardization with the desire to maintain its independent and diverse nature?

• What additional metrics or data points could be valuable for podcast measurement, and how can they be standardized?

• How can the podcasting industry better educate and engage with advertisers to increase investment in the medium?