Podcasting ad revenues are expected to jump 85 percent this year compared to last, from $119 million to $220 million.
But that estimate by the Interactive Advertising Bureau (IAB) assumes that advertisers are fairly happy with how the podcasts, ads and audiences are measured. In further support of that aim, the IAB has released the final version 2 of its Podcast Measurement Technical Guidelines.
A draft version was offered in July for comments following the September 2016 release of version 1.
“Common measurement practices are like oxygen,” wrote NPR Senior Director of Audience Insights Steve Muldur in an IAB blog post announcing the new Guidelines. “When they are absent, everyone notices immediately and the result is painful.”
“When they are present, the industry evolves and flourishes.”
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.