Podcast advertising leaders have formed a new industry task force to tackle growing concerns around podcast measurement and video metrics.
The Alliance for Measurement in Podcasting, known as AMP, brings together companies across platforms, advertising, hosting, talent representation and measurement to create cross platform standards for podcasting.
The group says the rapid growth of video podcasting has created confusion around measurement, classification and advertising performance.
It argues that inconsistent metrics and unclear definitions have weakened advertiser confidence and contributed to a reported $1 billion loss in potential advertising spend.
AMP was convened by Oxford Road in July last year. The agency says 12 voting member organisations are involved in developing guidance designed to future proof the podcasting market.
Members include representatives from Spotify, BetterHelp, DraftKings, Libsyn, SiriusXM Media and Podscribe, alongside talent agency United Talent Agency and media company FlightStory.
AMP’s work is focused on three areas. These include standardising impression metrics across platforms, creating a shared attribution framework for both RSS and closed platforms, and agreeing a universal definition of what qualifies as a podcast.
The task force is preparing a wider measurement and attribution proposal alongside implementation guidance.
The framework is expected to be presented during Oxford Road’s CAO Summit on 22 and 23 July at the Terranea Resort in Rancho Palos Verdes, California.
Dan Granger, Chief Executive Officer of Oxford Road, said: “The podcast marketplace trades on artificial CPMs because exposure metrics change between platforms.
“Advertisers run multiple attribution systems because media players won’t align on how to measure ad response. We can’t even agree on a shared definition of a podcast.”
For more information, visit: ampaccords.com.
