IAB to release v2.3 of measurement guidelines

Дата публикации: 21-07-2026 11:20:56

New guidelines come just before the AMP document.
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Kankan

• This morning, the IAB Tech Lab will release v2.3 of the Podcast Measurement Guidelines for public comment - updated for the first time since Feb 2024. The updates add “guidance around URL prefix measurement and RSS enclosure URL changes” among other things, although we will have to wait until 2027 for a version of these guidelines that focus on HLS streaming video podcasts. You’ve until Aug 19 to submit comments.

  • Recognising podcast video, one change updates terminology from “listener” to “consumer” - inaccurately, in our opinion, since the existing guidelines measure neither “listeners” nor “consumers”, just a combination of devices and IP addresses.
  • It’s curious timing: it comes two days before the release of the AMP guidelines, which will include a definition of “podcast”, as well as measurement suggestions for actual podcast consumption, rather than downloads.
  • The IAB’s new documents will be visible from 8.30am ET today: we’ll come back to this story tomorrow.

• Six million vehicles are now reporting live radio listening data, direct from the car radio. Radio is still listened-to by many more people than podcasting (for much longer, too), and this data may help the industry fight back against the more granular data that podcasting already offers.

• Getty Images has expanded a relationship with Goalhanger for visual content for its shows. The companies had already been working together for The Rest is Football's World Cup coverage.

• The International Women’s Podcast Awards are closing soon. Now under the expert ownership of Tink Media, you can enter any time in the next ten days: just US $50 to enter, and you can enter from any country in the world.

• The latest company to add its portfolio to Amazon DSP is Red Seat Ventures, which has announced the collaboration today. It joins companies like Spotify, iHeart, and Triton Digital.

• Last weekend was the Higher Ed PodCon. Among the attendees was Steve Goldstein from Amplifi Media (who teaches at NYU), who suggests it’s a thriving podcast community. “Sometimes the most interesting developments in podcasting aren’t happening where the spotlight is brightest.”

• Podcasting as marketing for organisations is growing - but it’s not everywhere yet. New research from Outcomes Rocket suggests that there is still considerable scepticism about their effectiveness; though more than half plan to increase their podcast marketing investment.

• We’ve covered a few kids podcast apps recently - here’s another one: KidsPod has been recommended to us: a team of three, collecting podcasts for screen-free listening for kids. It’s a free app, with additional paid features.

• Podcasts that talk about investing in the stock market - are they actually making people better traders? Research published by the University of Georgia suggest that they might be: at least, that they drive more trading activity, and improve investor performance.

  People news

• Jen Sargent, the former CEO of Wondery, has posted on LinkedIn - “Over the past several months, I’ve invested in my health, my relationships, and even gone back into student mode with an AI bootcamp.” She’ll be speaking at the Future of Media Summit in August.

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Tips and tricks - with Podcast Movement NYC's Public Vote

• Is video really the right thing for your podcast? Resonate Recordings suggests that adding video increases cost by 77% per hour of audience attention, and triples post-production time per episode: but also highlights the real costs, the three questions the company asks every client before recommending a format, and what is most likely to go wrong.
• Promo codes - the way to measure how well as podcast advertising campaign is going? [Claritas and Ocean Media spoke at Podcast Movement 2025 about how those promo codes are inaccurate at best.]

Podcast News - with Airwave Podcast data

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