Do IAB-Certified Stats Matter for Your Podcast?

You might have heard people talk about IAB podcast stats, measurement guidelines, compliance, and certification. Here's what all of that means, and whether it even matters!

Who is the IAB?

Once upon a time, podcast measurement was considered the “wild, wild west”: without standards. Everyone measured what was right in their own eyes.

But like most things that start with “Once upon a time,” that was only fairy tale. And yet a fairy tale that many corporate podcasting companies believed.

Many years ago, there was the Association of Downloadable Media (ADM) that included Blubrry, Libsyn, Podtrac, and other podcasting companies. The ADM came up with standards for measuring podcast downloads still in the extremely early days of podcasting.

The ADM eventually dissolved and top podcasting companies improved on the measurement standards within their own proprietary systems. Then along came the Internet Advertising Bureau (IAB), involving many of those same original podcast-hosting providers but also large distribution networks like PodcastOne and more.

As its name implies, the IAB is all about internet advertising. And the podcasting industry needed a standard way to measure podcast ad impressions. And thus, the IAB podcast measurement guidelines were born with version 1.0 in September 2016!

What are IAB stats

IAB's podcast measurement guidelines are actually not rigid standards, but mere guidelines for podcast-analytics providers to use.

Like Elizabeth Swan said in Pirates of the Caribbean: Curse of the Black Pearl, “Hang the code and hang the rules! They're more like guidelines anyway!”

Without getting into the technical details, these guidelines are intended to filter out any kind of invalid podcast download in attempts to get an accurate count of how many people actually downloaded or streamed the episodes (and with the hopes, backed by survey data, that most of the people actually listen to most of those episodes).

(Sidenote: podcast “streams” are also downloads, simply not downloaded until the person presses play.)

These guidelines involve things like the following.

• Ignoring all downloads from an IP address blacklist (such as data centers, bot farms, and such)
• Ignoring all downloads from known invalid user agents (how a downloading app or service identifies itself)
• Ignoring duplicate downloads that look exactly the same within a period of time (usually 24 hours)
• Ignoring downloads that don't reach a threshold (one minute of audio)
• Whitelisting some IP addresses known to have a lot of users—like public wi-fi, businesses, colleges, and such—and allowing such downloads to be counted separately with the reasonable assumption that it is separate people

The top goal is to count people, not simply downloads. Because it's only people who buy things from ads, engage with the podcaster, and listen to or watch the episodes.

These IAB guidelines get updated every few years. As of March 2024, the latest version is 2.2 still in proposal