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# Podcast industry presses IAB for measurement overhaul as ad spend lags listening
- URL: https://www.medianexis.com/podcast-industry-presses-iab-for-measurement-overhaul-as-ad-spend-lags-listening/
- Published: 2026-09-21T17:55:15.000Z
- Updated: 2026-09-21T17:55:15.000Z
- Description: At the IAB’s Podcast Upfront, executives praised rising investment in the channel but warned that ad spend still trails actual consumption. Speakers called for modernized, standardized metrics to close that gap and better reflect podcasting’s growth.
- Author: The Signals Desk
- Tags: Measurement, Sam Anderson, Podcast ad spend lags consumption, metrics overhaul calls

**Why it matters.** Buyers will keep underweighting podcast budgets relative to listening until the industry agrees on a common measurement standard.

*Signal from* [*thedrum.com*](https://thedrum.com/?ref=medianexis.com) *·* [*Sam Anderson*](https://www.medianexis.com/tag/by-sam-anderson/) *·* [*read the original*](https://www.thedrum.com/news/as-podcast-ad-spend-continues-to-lag-consumption-industry-calls-for-metrics-overhaul?ref=medianexis.com)*.*