JACK RYAN Supports IAB Podcast Measurement

Podcasting continues to stand out as one of the most engaging and loyal digital media. Listeners are not only deeply connected to the content they choose, but they also tend to stay tuned in during ads. As podcast revenue opportunities expand, maintaining advertiser confidence through clear, consistent measurement has never been more critical.

That’s why the IAB Tech Lab’s Podcast Measurement Technical Guidelines (Version 2.2) are so important. These guidelines, developed by the IAB Tech Lab and the Podcast Technical Measurement Working Group, create a standardised framework for defining and reporting podcast metrics. By setting shared rules for measuring downloads, audiences, and ad delivery, the guidelines ensure that everyone — from publishers to advertisers — speaks the same data language.

Unlike other digital channels where impressions are tracked in real time, podcast consumption relies on downloads recorded via server logs. This difference makes accurate measurement more complex and more vital. The IAB’s standards address these nuances, promoting consistency and comparability across the entire industry.

For brands, adherence to these standards means they can invest with confidence. For publishers, it means greater transparency and credibility in how performance is reported. Together, these practices build a fair, trustworthy marketplace that supports sustainable growth for all stakeholders.

To learn more, check out here.