You may have heard a little about the new measurement standards from IAB (dubbed V2.0). You may be wondering why it’s such a big deal. You may have questions about how this will impact you. We’ve put together a quick list of FAQs to break down what this all means and why we made the switch.
Wait, what is IAB V2.0?
IAB V2.0 is a new way to measure downloads using a 24-hour window. A download request is now only counted once during this window, which makes the actual downloads for any particular episode a more accurate number. Megaphone, Libsyn, Podbean, Wondery, and HowStuffWorks are just a few who have already adopted this standard and more are expected to get on board by the end of the year.
Short-term what does this mean for your podcast?
If your show is hosted on Megaphone, your downloads are already reflected under the new 24-hour download window and there’s no action needed on your part. Your numbers may have decreased, and that’s okay. There is actually no change to your listenership. What changed is what constitutes a “listen” — which is especially important for advertising purposes, since these are the numbers brands look at when deciding whether or not to invest in your podcast. All podcasters can expect to see some change in their downloads. Shows with longer episode lengths may have been impacted more than shorter lengths.
Long-term what does this mean for your podcast?
Inconsistent data is not cool these days and podcast metrics have been all over the place for too long now. You get a more accurate picture of listenership, and your sponsors will get more reliable metrics. This is the industry’s way of leveling the playing field, by holding all podcasts to the same standard.
Why did we make the switch?
As IAB members, keeping up with industry standards is important. The organization has been working hard to standardize podcast reporting and legitimize podcasting as a business. At the same time, advertisers have been clamoring for more data and more transparency. We can now proudly tell sponsors that we are IAB V2.0 compliant with podcast numbers that can be counted on.