Today, the Alliance for Measurement in Podcasting (AMP), a task force dedicated to future-proofing podcasting amid growing measurement concerns, releases the AMP Accords, a highly anticipated unified measurement framework proposing consistent metrics across audio and video podcasts.

Exacerbated by podcasting’s shift to video, measurement inconsistencies have forced a reckoning. With a growing loss of brand advertiser confidence and an estimated $1 billion+ in advertising spend at stake, podcast agency Oxford Road assembled 12 industry leaders across platforms, advertisers, publishers and creators in July 2025 to convene AMP and build cross-platform measurement guidance.

The AMP Accords fulfills that goal by providing a comprehensive “podcast” definition, and by putting forth proposals regarding how audience exposure should be measured and how advertising response can be better attributed. AMP’s findings are all designed to foster the continued growth of the podcasting market. It’s an ambition that is already bearing fruit with Spotify’s recent move to a 30-second definition of a play.

“The hard part was never writing the framework. The real accomplishment was getting companies with competing interests to agree on anything at all. We set out to build something the whole industry could actually use, knowing not everyone would love every part of it. There will be debate, and there should be,” said Dan Granger, CEO of Oxford Road. “We’re already seeing momentum toward a consistent definition of a play. The short-term challenges are real, but I’m convinced this work will lift every boat.”

Key details from AMP Accords report include:

• A shared definition of a podcast, built on one test: If it works with your eyes closed, it’s a podcast, whether it’s audio or video, RSS or not.
• New consumption-based exposure metrics, starting with a “play” of at least 30 seconds, because a download was never a listen. These are proposed as companion metrics, intended to be phased in during a transition period, so that nobody’s numbers change overnight.
• An attribution framework with randomized holdout groups, which is the same incrementality methodology that leading advertisers already use on Meta, Google, and Amazon. This will give more confidence in podcast ROI than ever before.
• Implementation guidance for each pillar, plus the full AMP charter, which governed the alliance’s work.

With the release of the AMP Accords, AMP will now champion its findings across the market and deliver its outputs to groups like IAB for consideration and deeper technical review.

AMP comprises major individuals from leading platforms where the vast majority of audio and video podcast content is consumed, hosting and monetization companies, top advertisers, leading talent, and independent measurement providers.

Select AMP members include:

• Oxford Road, CEO, Dan Granger and EVP of Strategy, Giles Martin
• Spotify, Head of Podcast Agency & Show Specialist Sales, Anna Hartman and Head of Content Partnerships, Jordan Newman
• Shopify, Senior Lead – Growth, Tor Thilert
• BetterHelp, Senior Director of Growth Marketing, Brittany Clevenger
• DraftKings, Senior Manager, Growth Marketing, Mike Janigian
• United Talent Agency, Creators Agent, Rebecca Steinberg and Partner & Co-Head, UTA Creators, Oren Rosenbaum
• FlightStory, Co-Founder and CRO, Christiana Brenton
• Libsyn, Executive Vice President of Sales, Anthony Savelli
• SiriusXM Media, Director, Performance Partnerships, Joe Macarak
• Podscribe, CEO & Founder, Pete Birsinger

Details from the full AMP Accords were discussed by task force members at Oxford Road’s CAO Summit on July 23, 2026 at the Terranea Resort in Rancho Palos Verdes, California.

“Podcasting is no longer defined by audio alone. The same show can be experienced through headphones, YouTube or connected TV, often reaching entirely different audiences. The industry needs measurement standards that reflect that reality instead of applying different standards to each. For too long, creators have been shortchanged by inconsistent measurement across formats, making it harder to demonstrate the full value of the audiences they’ve built and harder for brands to invest with confidence. Initiatives like AMP are an important step toward creating the transparency and consistency needed to unlock greater investment across the creator economy, ” said Christiana Brenton, Co-founder and CRO at FlightStory.

Download the full AMP Accords report at ampaccords.com

About AMP

The Alliance for Measurement in Podcasting (AMP) is an independent industry coalition convened in July 2025 to develop voluntary, cross-platform measurement standards for podcasting. Its twelve voting members, working across platforms, advertisers, publishers, hosting, creators, and measurement, advanced recommendations on three questions: what defines a podcast, how exposure should be measured across audio and video, and how advertising effectiveness can be better attributed. Following the release of the Accords, AMP will submit its recommendations to groups like IAB for deeper technical review. Learn more at ampaccords.com.

About Oxford Road

Oxford Road is the world’s largest buyer of podcast advertising, specializing in podcasting, streaming audio, terrestrial radio, and creator-based video. Following its 2024 merger with Veritone One, the agency serves Fortune 500 companies, global publicly held enterprises, B2B brands, and direct-to-consumer businesses. Oxford Road has processed more podcast advertising performance data than any other firm and developed ORBIT, the industry’s leading creator performance benchmarking tool. Recognized as thought leaders by The Wall Street Journal, USA Today, Adweek, and Ad Age.