Podcast industry presses IAB for measurement overhaul as ad spend lags listening
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.
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 · Sam Anderson · read the original.
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