Captivate and Megaphone are leading the way in podcast analytics standards, aiming for IAB certification in Download Podcast Measurement Guidelines Version 2.2.
Captivate introduces new features like self-auditing spike detection and IPv6 support, enhancing podcast measurement.
IAB stresses the value of podcasts for advertisers due to the engaged audience, but notes the unique challenges in measuring podcast consumption based on server logs.
Measuring podcast performance differs from digital advertising; it relies on downloads and server logs instead of open connections, requiring standardized metrics for consistency.
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