Build advertiser confidence with trusted podcast measurement

Podcasts offer advertisers highly engaged audiences and powerful opportunities to connect with listeners. But as investment grows, so does the need for measurement buyers can understand and trust.

Prove the quality of your podcast measurement with an independent ABC audit against the IAB Tech Lab Podcast Measurement Technical Guidelines.

Challenges facing podcast measurement

Podcast measurement relies heavily on server data, making consistency and transparency essential:

Inconsistent measurement - different methodologies make results harder to compare
Inflated counts - bots, pre-loading and duplicate requests can distort reported downloads
Limited visibility - a download doesn’t necessarily mean someone listened
Changing technology - new platforms and devices can quickly affect measurement accuracy

Build confidence in your podcast data with ABC

Independent auditing gives advertisers greater confidence in the numbers behind your podcast proposition:

Build trust - give buyers confidence that your measurement is robust and independently verified
Demonstrate best practice - align your processes with the IAB Tech Lab Podcast Measurement Technical Guidelines
Strengthen your measurement - identify gaps and potential sources of inaccurate or inflated counts
Stand out from the competition - turn independent verification into a commercial advantage

Talk to our team about an ABC Podcast Measurement Audit

Why choose ABC?

Independent by nature

Created by the industry in 1931, ABC exists to provide impartial, trusted audits that buyers and sellers can rely on. Independence is the reason we exist.

We understand the standards

ABC contributed to the development of the IAB Tech Lab Podcast Measurement Technical Guidelines, giving our team first-hand understanding of the measurement challenges the standards are designed to address.

Digital measurement expertise

Podcasting may have its own measurement challenges, but independent digital assurance is very familiar territory for us. Our team has experience auditing complex digital systems, data, advertising measurement, brand safety, ad fraud and viewability.

A consultative process

An audit shouldn't feel like an exam. We work collaboratively with your teams to understand your systems, explain the requirements, identify gaps and help you prepare for independent verification.

Built-in value for money

As a non-profit distributing, industry-owned organisation, we have no shareholders. We reinvest in our services and support for the media industry, helping us deliver cost-effective assurance and lasting value.

Ongoing support

Technology doesn't stand still, and neither does podcast measurement. We can help you understand changes in standards and measurement practices so that your processes continue to deliver the confidence your customers expect.

What does our podcast measurement audit cover?

Our audit examines the systems, processes and controls behind your podcast measurement against the IAB Tech Lab Podcast Measurement Technical Guidelines.

This includes key areas such as:

Platform and measurement architecture - understanding how podcast content, advertising and measurement data flow through your systems
Filtering invalid traffic - reviewing controls for bots, bogus requests, pre-loading and other activity that should not be counted
Valid download measurement - checking how file thresholds, partial downloads and HTTP requests are handled
Identifying unique downloads and listeners - reviewing de-duplication methodologies and the treatment of IP addresses and user agents
Ad delivery measurement - checking that ads are only counted against valid downloads and according to recognised definitions
Measurement methodology and transparency - reviewing the documentation and controls that explain how your reported metrics are produced
Technology changes and anomalies - assessing how unusual activity, platform changes and unexpected spikes or drops in data are identified and investigated

Our approach combines process review, technical analysis, interviews and sample testing to build a detailed picture of how your podcast measurement works in practice.

Who is it for?

Our podcast measurement audit is designed for organisations that measure or report podcast downloads, listeners or advertising delivery, including:

Podcast hosting platforms
Podcast publishers and networks
Audio and advertising technology providers
Measurement providers
Media businesses building or expanding their podcast advertising proposition

Whether you're seeking industry certification, strengthening existing measurement controls or simply want independent evidence that your numbers stand up to scrutiny, we can tailor the audit to your business.

Want to find out how your podcast measurement stacks up?

Talk to our team about an ABC Podcast Measurement Audit.

Find out more

Site Navigation