Session on the IAB Podcast Measurement Guidelines v2 at Podcast Movement 2018. https://podcastmovement.com/speakers/#/artist/amit-shetty

1. IAB Podcast Measurement Guidelines 2.0
Amit Shetty,
Sr. Director, Product
IAB Tech Lab
Todd Cochrane
CEO
RawVoice / Blubrry

2. Agenda
2
- Background
- Details
- What’s next?
- Adoption & Compliance program
- Future
- Questions
- http://bit.ly/podcastMeasurementV2

3. IAB Tech Lab
3
Who are we?
• Non-profit R&D consortium, focused on
advertising technology
3 Pillars
• Technical standards
• Dev tools & code
• Product certification

4. Podcast Measurement Guidelines 2.0
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- Released in December 2017
- Podcast Technical Working Group

5. Why?
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Market :
• Podcast ad revenue growth (Estimated $313M in 2017)*
=> Buyers want consistency
Technology:
• Client side (or client initiated) measurement is the norm in digital advertising
• But in Podcasting – no significant client access (until recently)
=> Server side, log analysis based metrics
*IAB/PwC Podcast Revenue Study - http://bit.ly/podcastRev

6. General principles
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• Based on industry best practices
• Cover both ad and podcast content measurement
• Support for both programmatic/dynamic and embedded advertising
• Provides a set of metrics and a recommended process
• Flexible enough to allow companies to deviate from the process (transparently)
• Client side measurement is the longer term future

7. Challenges in Server-side measurement
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- Based on analysis of server logs
- Cannot differentiate between a play vs a download
- Lack of Cookies or IFAs
- Myriad other complexities –
- HTTP Head requests, Partial requests, Not modified requests
- ID3 header size
- Behavioral differences across various players and versions of players
- player pre-load
- Play – pause – play
- Bad actors / Fraud
- Integrating with services that cache and stream

8. What do they contain?
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4 Metrics defined :
1. Download
2. Listener
3. Ad Delivered
4. Client-confirmed Ad Play*
+ Group metrics by show & publisher
Recommended Process:
1. Apply filtering logic
2. Apply file threshold logic
3. Identify and aggregate uniques
4. Generate metrics
5. Audit the process (feedback loop)

9. Some of the key highlights
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1. Filtering
• Pre load requests
• Bots & Bogus requests
• Safe IP Addresses
• HTTP request complexities
2. File threshold
• Minimum - ID3 header + 1 minute
3. Calculate Uniques
• 24 hour window
• IP + UA
• Black lists
4. Generate Metrics
5. Continual Self Audit

10. What’s next?
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- Focus on adoption
- IAB Tech Lab Certification Program
- Technical audit of companies’ product
- Currently working with a few “launch” members
- Target launch in Fall 2018
- Potential next steps for the working group –
• Look into Client Side Measurement
• Look into IFA (Identifier For Advertising) for podcast clients

11. Questions?
11
Further Questions?
Amit @ iabtechlab.com