Sydney, Australia—Whooshkaa today became the third podcast platform in the World to achieve certification by the Interactive Advertising Bureau Tech Lab for Podcast Measurement Compliance.
Whooshkaa is the first non-US based platform to meet the standards which aim to bring consistency and reliability to measurement in the booming podcast medium.
To achieve certification Whooshkaa submitted to an independent technical audit by the Interactive Advertising Bureau (IAB) carried out over a number of months.
Whooshkaa’s CEO Robert Loewenthal explained the importance of the IAB standard:
“It’s no secret that podcasting is experiencing incredible growth and attracting significant investment from both content creators and advertisers.
Put simply, it is critically important for the industry to have an agreed understanding of what key concepts such as ‘listens’, ‘listeners’ and ‘ad impressions’ mean.”
As part of IAB’s Podcast Technical Working Group, Whooshkaa contributed to the definition of the Podcast Measurement Guidelines that define standards for the measurement of downloads, listens, advertising delivery and consumption.
“The IAB standards have been developed by a respected, independent body in conjunction with industry representatives. We have no doubt they will enjoy rapid, industry-wide adoption”, added Robert.
“Whooshkaa is proud to lead the way as one of the first podcast platforms in the World to achieve certification”.
More information on the IAB Compliance Programs can be found here.