IAB: a new framework is “not needed” for measurement

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At the IAB Podcast Upfront during Podcast Week, Jason Adamski of the IAB announced a new downloadable guide focusing on (among other things) the measurement of video podcasting. The IAB appears to reject a medium-agnostic measurement standard like the recently-released AMP Accords, saying "the solution is not to build a new framework from scratch", and instead suggests that we use two separate standards from the IAB Tech Lab - the "Podcast Measurement Technical Guidelines v2.2" and the "Digital Video Served Impression Guidelines". It adds: "The practical challenge is not the absence of standards. It is knowing which standard applies where."
- The guide - and even the full press release for it - requires a registration with your email address to read. That's not how you set standards. As a service to our readers (and to protect our own business) you can download the document directly here.
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