Last updated July 23, 2024 – 1:54 p.m.
Global’s podcast hosting platform, Captivate, has achieved IAB Tech Lab Podcast Measurement certification against version 2.2 of the guidelines.
It is the first podcast hosting platform in the world to be awarded this landmark certification.
IAB Tech Lab's Podcast Measurement Technical Guidelines v2.2 highlights the unique challenges of using server-side data to measure podcast downloads, enhancing transparency and trust in podcast advertising metrics.
Key updates include requiring companies to document how they resolve anomalies, tightening validation standards for “ad serving” metrics, and guidance for filtering out duplicate downloads for devices like Apple Watch.
These measures will bring more trust and consistency to podcast advertising and help advertisers evaluate the performance of their campaigns.
This certification not only meets but exceeds the previous IAB Podcast Measurement Guidelines v2.1 and reaffirms Captivate’s commitment to providing the highest quality service to its users.
To meet the certification standards, Captivate has introduced several features that enhance its platform for podcast creators and advertisers, including an all-new self-auditing spike detection system.
This advanced system automatically identifies spikes in podcast metrics like unique listeners and downloads and pinpoints the root causes, providing accurate and reliable data to podcast creators and advertisers.
In addition to our spike detection system, Captivate now supports IPv6 by using the first 64 bits of the IPv6 address. This upgrade makes our platform more connected, reliable, and future-proof as the internet and streaming landscape continues to evolve.
Commenting on the certification, Kieran McKeefery, Technology Director at Captivate said: “Achieving IAB Tech Lab Certification for the IAB Podcast Measurement Guidelines version 2.2 is testament to our company’s innovation and dedication to excellence.
“Our new spike detection system and IPv6 support are just the beginning of what we plan to ensure our platform remains at the cutting edge of podcast technology.”
Mark Asquith, managing director at Captivate, added: “This certification underlines our commitment to our users and the podcasting community. We're pleased to provide the tools and resources that not only meet but exceed industry standards, delivering the best experience for podcasters and advertisers.”
Captivate achieving IAB Tech Lab Podcast Measurement certification for version 2.2 marks a major step forward for the podcast industry, establishing a new benchmark for quality and transparency.
Captivate’s IAB Tech Lab Podcast Measurement certification comes just days after the platform released its Dashboard 2.5 update and industry-leading podcast network features for publishers and independent creators.
For partners interested in optimizing their podcast player, Captivate has written an article detailing best practices that can be found here. Additionally, in order to maintain transparency in the IAB Tech Lab certification process, Captivate has published details of the processing workflow here.
