Better Together: Simplecast’s New Analytics + IAB v2.0 Standards

@brad
@brad
Aug 29, 2018 · 7 min read

Meet Your Audience

First off, Stats is getting a new name. We call it Audience. We could have stuck with calling it Stats and Analytics in your Dashboard, but let’s call it what it is: a tool for better understanding your audience.

What is the IAB and why are we complying?

The IAB is the Interactive Advertising Bureau, which includes the IAB Tech Lab, an independent, nonprofit research and development association charged with producing, and helping companies implement, global industry technical standards. Together, they work with companies all across digital media: publishers, technology companies, agencies, and marketers. The IAB has certified multiple companies from Facebook and Google to Hulu and Time Warner Cable Media. You’ll soon be in the club, too.

Why does the IAB matter?

The IAB is working to standardize statistics in podcasting. Some podcast analytics platforms use listens, others use downloads, others try to track streaming and byte-range requests. Some count partial streams as downloads in different lengths. Apple Podcasts downloads shows in chunks, other apps download before you even hit play. It’s just, yeah… It’s a mess out there, and Simplecast’s compliance ensures you stay clear of it.

So how will this impact my numbers?

And here lies the one and only downside of transitioning to IAB compliancy — you may see your numbers of downloads drop.

A peek at one of a dozen new reports coming soon. See more at new.simplecast.com

Measure Twice, Cut Once

When Simplecast’s engineering and infrastructure teams began mapping out our analytics harvester, we could have done it the easy way, or the long and annoying way. We chose the latter.

Where do we go from here?

Industry standardization means it’ll soon be much more obvious which platforms are not complying. When a podcast turns up with inflated numbers, advertisers will know they’re not up to par. But your numbers will be. Buyers and sellers will finally be using the same language. Audio content creators will be more in tune with their audience than ever.

Simplecast

Say hello to the modern podcast hosting and analytics platform. For over 6 years Simplecast has remained the easiest way for podcasters to publish audio to the world .

Thanks to Dan Misener.

@brad

Written by

@brad

Helping podcasters find success as CEO of @Simplecast. Founded Virb and @WaywardWild, published @GreatDiscontent. Sorta meh now, was once cooler. 👨‍🚀

Simplecast

Say hello to the modern podcast hosting and analytics platform. For over 6 years Simplecast has remained the easiest way for podcasters to publish audio to the world .