{"id":11216,"date":"2026-07-23T18:39:02","date_gmt":"2026-07-24T00:39:02","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=11216"},"modified":"2026-07-23T18:39:02","modified_gmt":"2026-07-24T00:39:02","slug":"podcast-measurement-standards-expand-for-the-video-era","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=11216","title":{"rendered":"Podcast measurement standards expand for the video era"},"content":{"rendered":"<div><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/iab-tech-lab2-800x450.png\" class=\"attachment-large size-large wp-post-image\" alt=\"\" \/><\/div>\n<p class=\"wp-block-paragraph\">The IAB Tech Lab released an updated draft of its podcast measurement guidelines that reflects how podcast consumption and advertising continue to evolve beyond traditional audio.<\/p>\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/iabtechlab.com\/podcastmeasurement2dot3\" target=\"_blank\" rel=\"noopener\">Version 2.3 of the Podcast Technical Measurement Guidelines<\/a> updates the industry\u2019s technical framework for measuring podcast downloads, audiences, and ad delivery using server-side log data. The draft is open for public comment through Aug. 19 before the guidelines are finalized.<\/p>\n<p class=\"wp-block-paragraph\">The biggest change is that the guidance now explicitly addresses both audio and video podcasts delivered through open RSS feeds and podcast apps that rely on server-side file delivery. The update also replaces the term \u201clistener\u201d with \u201cpodcast consumer,\u201d a change that anticipates broader support for video podcasts in Version 3.0, which is already under development.<\/p>\n<p class=\"wp-block-paragraph\">\u201cMeasurement only works if everyone is counting the same way,\u201d said Anthony Katsur, CEO of IAB Tech Lab. \u201cThese updates give the industry clearer guidance for today\u2019s podcast ecosystem and help reduce the inconsistencies that slow deals down and create unnecessary questions.\u201d<\/p>\n<p class=\"wp-block-paragraph\">The updated guidance also includes recommendations for measuring URL prefixes, handling changes to RSS enclosure URLs, identifying invalid traffic, and applying different measurement windows. Together, the changes aim to reduce discrepancies between publishers, hosting providers, measurement vendors, and advertisers.<\/p>\n<h2 class=\"wp-block-heading\">Why it matters for marketers<\/h2>\n<p class=\"wp-block-paragraph\">Podcast advertising continues to depend largely on server-side measurement because most podcast apps still don\u2019t provide client-side playback confirmation. That makes standardized measurement essential for advertisers evaluating campaign performance across publishers and platforms.<\/p>\n<p class=\"wp-block-paragraph\">More consistent measurement also becomes increasingly important as video podcasts gain traction. Marketers need confidence that audience and ad delivery metrics remain comparable regardless of whether consumers engage with audio or video versions of the same show.<\/p>\n<p class=\"wp-block-paragraph\">The guidance is intended to help buyers trust reported audience numbers while providing publishers and measurement providers with a more consistent implementation framework.<\/p>\n<p class=\"wp-block-paragraph\">The draft was developed by IAB Tech Lab\u2019s Podcast Technical Working Group through an industry collaboration process. The organization is accepting public comments until Aug. 19 before publishing the final version.<\/p>\n<p>The post <a href=\"https:\/\/martech.org\/podcast-measurement-standards-expand-for-the-video-era\/\">Podcast measurement standards expand for the video era<\/a> appeared first on <a href=\"https:\/\/martech.org\/\">MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>The IAB Tech Lab released an updated draft of its podcast measurement guidelines that reflects how podcast consumption and advertising continue to evolve beyond traditional audio. Version 2.3 of the Podcast Technical Measurement Guidelines updates the industry\u2019s technical framework for measuring podcast downloads, audiences, and ad delivery using server-side log data. The draft is open &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/attentionmedia.io\/?p=11216\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;Podcast measurement standards expand for the video era&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-11216","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/iab-tech-lab2-800x450.png",0,0,false],"medium":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/iab-tech-lab2-800x450.png",0,0,false],"medium_large":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/iab-tech-lab2-800x450.png",0,0,false],"large":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/iab-tech-lab2-800x450.png",0,0,false],"1536x1536":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/iab-tech-lab2-800x450.png",0,0,false],"2048x2048":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/iab-tech-lab2-800x450.png",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/iab-tech-lab2-800x450.png",0,0,false],"inspiro-loop":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/iab-tech-lab2-800x450.png",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/iab-tech-lab2-800x450.png",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/iab-tech-lab2-800x450.png",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/iab-tech-lab2-800x450.png",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/iab-tech-lab2-800x450.png",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/iab-tech-lab2-800x450.png",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/iab-tech-lab2-800x450.png",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/iab-tech-lab2-800x450.png",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/iab-tech-lab2-800x450.png",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/iab-tech-lab2-800x450.png",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/11216","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=11216"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/11216\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=11216"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=11216"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=11216"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}