Captivate, a leading podcast hosting platform owned by Global, the Media & Entertainment Group, has received IAB Tech Lab Podcast Measurement certification for version 2.2 of the guidelines – the first podcast hosting platform in the world to be awarded this milestone accreditation.
The IAB Tech Lab’s Podcast Measurement Technical Guidelines v2.2 enhance the transparency and reliability of podcast advertising metrics, focussing on the unique challenges of measuring podcast downloads using server-side data. Key updates include requiring companies to document their anomaly resolution methodologies, stricter criteria for validating “ad delivered” metrics, and guidance on filtering out duplicated downloads, such as those from Apple Watches. These measures continue to foster deeper trust and consistency in podcast advertising, aiding advertisers in evaluating campaign performance.
This certification not only meets but surpasses previous IAB Podcast Measurement Guidelines v2.1, reaffirming Captivate’s commitment to providing the highest quality service to its users.
In order to meet the certification criteria, Captivate has introduced a number of features to enhance its platform for podcast creators and advertisers, including a brand-new, self-auditing spike detection system. This advanced system automatically identifies spikes in podcast metrics, such as unique listeners and downloads, and pinpoints the underlying reasons, ensuring accurate and reliable data for podcast creators and advertisers.
In addition to the spike detection system, Captivate now supports IPv6 using the first 64 bits of the IPv6 address. This upgrade ensures enhanced connectivity and reliability to future-proof the platform as the internet and streaming landscape continues to evolve.
Kieran McKeefery, Director of Technology at Captivate, commented on the certification, saying: “Achieving the IAB Tech Lab certification for version 2.2 of the IAB Podcast Measurement Guidelines is a testament to our dedication to innovation and excellence. Our new spike detection system and IPv6 support are just the beginning of what we have planned to ensure our platform remains at the forefront of podcast technology.”
Mark Asquith, Managing Director of Captivate, added: “This certification underscores our commitment to our users and the podcasting community. We are thrilled to offer tools and resources that not only meet but exceed industry standards, providing our podcasters and advertisers with the best possible experience.”
Captivate’s achievement of the IAB Tech Lab Podcast Measurement certification for version 2.2 marks a significant advancement in the podcasting industry, setting a new benchmark for quality and transparency. As part of Global, Captivate continues to lead the way in podcast hosting innovation, delivering unparalleled service and support to its users.
Captivate’s IAB Tech Lab Podcast Measurement certification comes just days after the platform released its dashboard 2.5 update and industry-leading podcast network capabilities for publishers and independent creators.
For partners interested in optimising their podcast players, Captivate has created an insightful article detailing best practices for podcast players. Furthermore, to maintain transparency in its IAB Tech Lab’s certification process, Captivate has detailed its processing workflow.
