Hasta La Creative!

Podcast advertising, like podcasting, is a fast-evolving medium, and one that faces questions about measurement and ad effectiveness. In an effort to “improve standards and increase buyer confidence” in the medium, the Interactive Advertising Bureau’s Tech Lab released a set of podcast ad metrics guidelines on Tuesday.

“This document is the first attempt to bring IAB members together, describe common practices and provide a common set of metric definitions,” the document reads. “With a consistent set of podcast advertising metrics, buyers and sellers can engage in a conversation about campaign strategy with confidence.”

The document provides definitions for content downloads, such as “unique file request,” which refers to “the number of file requests for a single file originating from a single user or client within a specific time frame.” The phrase “complete file download” refers to a file request that was fully downloaded, while “partial file download” refers to one that was not.

Continue reading at AdAge.com