Podcasters React To New Guidelines


Radio Ink reached out to several podcasting experts to get their reaction to the new IAB ad measurement guidelines. Podcast Movement’s Dan Franks says it’s super exciting to see some of the “old guard” and the new power players collaborating on something like this. “There are groups like Libsyn and Blubrry that have been doing measurement for a long time, and doing it right for almost as long, in my opinion. In the past there has seemed to be some hesitancy by the new players to trust (or want to welcome) the knowledge that they’ve gained over the past decade. I am very excited to see what looks like a form of them all locking arms to work together for the greater good, and really hope it continues into other facets of the business as well. This document is a great start for a fragmented industry to begin getting on the same page. While there is a long way to go, it is a great sign to see the leaders of the industry working together for the greater good!”

Amplifi Media Founder and CEO Steven Goldstein (pictured) said the document released on Tuesday is a great start. “It’s early days in the monetization of podcasting and that has meant varied viewpoints on the best approaches and practices in measuring and presenting podcast data. This is a great primer and offers more unity and clarity in an attempt to set some standards.”

Erik Diehn, CEO of Midroll Media said Midrill participated in the IAB committee that developed these guidelines over many months. “As a company that’s always been committed to fair, transparent and accurate podcast delivery metrics, we applaud this as a step forward in the industry’s maturation process. These guidelines will increase our collective ability to help ad buyers understand the incredible value that this medium can provide.”

Norm Pattiz from PodcastOne.com tells Radio Ink he is enthusiastic and supports the work the IAB is doing. “It describes a variety methods to measure audience for podcast, all of which are utilized by us at PodcastOne to service our advertisers and partners.”

DGital Media Chief Content Officer Chris Corcoran said, “We’re always excited that the light continues to shine brighter and brighter on the podcast space as it’s truly an incredible listener experience for sponsors to be a part of.”

Rob Greenlee, Head of Content, Spreaker.com told Radio Ink, “The long-awaited and highly anticipated release of this IAB Podcasting Ad Metrics Guidelines is a huge milestone. The last time this happened was in 2008 with ad standards for measuring podcasting being established by the Association of Downloadable Media. These new guidelines create a new benchmark for measuring podcast downloads that updates those eight-year-old guidlelines to reflect eight years of learning, adapting, and improving the technologies by the early leaders of the podcasting industry. I want to thank all those on this IAB committee for their hard work and dedication over the past two years to make this happen.”



  1. Thanks for this. Good to see people in the podcast community coming together to create some standards which will benefit all of us. I think this is going to make things a lot easier for both podcasters and sponsors as it gives us a foundation to work from.


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