IAB endorses US Podcast Ad Metrics Guidelines with aim to standardise audience figures

November 24, 2016 9:27

The IAB Australia’s Audio Council has given its backing to a set of guidelines from the US on measuring advertising on podcasts.

As Mumbrella reported in September the IAB in the US released a series of guidelines to standardise measurement for buyers for on-demand ads in podcasts listened to online and offline.

It follows on from research gathered by the Audio Council that shows almost 40% of agencies have experimented with podcast advertising, with 30% intending to within the next year.

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Abigail Dawson

Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.