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WideOrbit Adopts IAB Guidelines for Podcast Advertising Metrics

WO On Demand adds industry standards for podcast audience value and improving content discovery

SAN FRANCISCO, Calif., October 23, 2017 ­– To help podcast publishers grow audiences, improve content discoverability, and strengthen marketer confidence in their advertising products, WideOrbit has integrated IAB Podcast Measurement Guidelines and Apple’s new iTunes properties into its WO On Demand podcast management software.

The new features will help podcast publishers monetize their growing audiences by introducing industry-standardized measurement of podcast audiences and advertising consumption based on Guidelines developed by the IAB Tech Lab’s Podcast Technical Working Group.

Adding the IAB’s industry-standard definitions of ‘downloads’ and ‘listeners’ to WO On Demand will allow comparisons of audiences across podcasts, providers and digital audio formats, including live streaming. In accordance with the Guidelines, WO On Demand will only count listeners that consume a minimum of one minute of audio content.

In addition, WO On Demand protects advertisers and publishers from potentially fraudulent activity by employing the IAB’s recommendations for counting unique listeners and disqualifying download requests from false sources like bots.

WO On Demand’s support for Apple’s new iTunes properties will make it easier for potential listeners to discover and subscribe to podcasts. The properties add descriptive information to podcast files like channel type and season and episode numbers.

“We are constantly looking for ways to help media companies elevate the value of their audiences, so we are delighted to support podcast audience measurement by integrating IAB guidelines into WO On Demand,” said Eric R. Mathewson, founder and CEO, WideOrbit. “This step will make it simpler for publishers to highlight the value of their podcast audiences while giving marketers greater confidence to make podcasts part of their advertising mix.“

WideOrbit is a member of the IAB Tech Lab’s Podcast Technical Working Group, which addresses podcast content and advertising methods for downloaded and streaming podcasts.


About WideOrbit
WideOrbit is the technology platform for media companies to connect audiences and ads, everywhere. Its mission is to simplify media buying and selling by focusing on innovation, customer delight, and value creation for both sides of media transactions. Starting with its core traffic management solution, WideOrbit centralizes operations and streamlines workflows for radio, cable, and television companies. The company continues to introduce new benefits to the media industry, including a programmatic media exchange for increasing demand for advertising inventory and improving campaign efficiency.

WideOrbit is headquartered in San Francisco with offices worldwide. Customers include NBCUniversal, Tribune Media, Entercom Communications, Raycom Media, TEGNA, AMC Networks and many other top media companies around the world. Learn more at


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