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business1d ago
What Is a Podcast? Podcast Industry Taskforce Forms to Determine Definition and More
- A 12-member taskforce from major podcast players is forming to standardize what counts as a podcast and how ads are measured.
- The taskforce is organized by Oxford Road and includes UTA, Libsyn, Podscribe, FlightStory, and advertisers like DraftKings and BetterHelp.
- Video podcasts are challenging traditional definitions as they compete with television, fueling the push for standardization.
- A universal exposure metric and cross-platform measurement are among the goals the taskforce hopes to codify.
- The group plans to share proposals and an implementation guide at Oxford Road’s July advertising summit.
- Dissent is permitted, as members can attach disagreements during the voting process.
- The IAB and other industry bodies may be involved to broaden adoption of standards.
- Oxford Road expects to outline solutions as the task force progresses.
- SiriusXM and other members emphasize improving audio measurement across the funnel.
- The taskforce aims to avoid dictating broad industry legislation while guiding best practices.
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