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This morning, the IAB Tech Lab will release v2.3 of the Podcast Measurement Guidelines for public comment – updated for the first time since February 2024. The update includes “guidance around URL prefix measurement and RSS attachment URL changes,” among other things, though we’ll have to wait until 2027 for a version of these guidelines that focus on HLS streaming video podcasts. You have until August 19 to submit comments.
- Recognizing podcast videos, one change changes the terminology from “listeners” to “consumers”—wrongly, in our opinion, because the existing guidelines measure neither “listeners” nor “consumers,” just a combination of devices and IP addresses.
- It’s strange timing: It comes two days before the release of 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 appear from 8.30am ET today: We’ll come back to this story tomorrow.
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Six million vehicles are now reporting live radio listening data directly from the car radio. Radio is still listened to by many more people than podcasting (even for much longer periods of time), and this data can help the industry fight back against the more detailed data podcasting already provides.
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Getty Images has expanded its relationship with Goalhanger for visual content for its shows. The companies were already working together the rest is footballWorld Cup coverage.
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The International Women’s Podcast Awards are kicking off soon. Now under the expert ownership of Tink Media, you can enter at any time over the next ten days: only US$50 to enter, and you can enter from any country in the world.
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The latest company to add its portfolio to Amazon DSP is Red Seat Ventures, which announced the collaboration today. It joins companies like Spotify, iHeart, and Triton Digital.
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Last weekend was Higher Ed Podcon. Among the attendees was Amplify Media’s Steve Goldstein (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.”
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Podcasting as a form of marketing for organizations is on the rise – but it’s not everywhere yet. New research from Outcomes Rocket shows there is still considerable doubt about their effectiveness; However more than half plan to increase their podcast marketing investments.
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We’ve covered some kids’ podcast apps recently – here’s another: KidsPod we recommended: A team of three, putting together podcasts for kids to listen to screen-free. It is a free app with additional paid features.
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Podcasts that talk about stock market investing – are they really making people better traders? Research published by the University of Georgia suggests that they may be: at the very least, that they drive more trading activity, and improve investor performance.
people’s news
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Jane Sargent, former CEO of Wondery, has posted on LinkedIn – “Over the past several months, I have invested in my health, my relationships, and even went back into student mode with an AI bootcamp.” She will speak at the Future of Media Summit in August.
story maker
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Fictional or non-fictional, you have a way of telling a story that keeps listeners glued to their headphones long after they stop. The missing piece that no one else could find. This idea is so well explained that it persists.
You’ve built an audience that listens to the end, and comes back for the next one. It’s not luck, it’s craft, being held to the same standard every time.
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