IAB to bring in podcast advertising standards following US guidelines

The peak body for the digital publishing industry in Australia is set to create a set of guidelines for measurement of podcasts as advertisers increasingly look to exploit the burgeoning medium, Mumbrella can reveal.

It follows on from a move last week by the US arm of the Interactive Advertising Bureau to bring in a set of standards defining things like downloads and delivered ads, in a bid to bring rigour to the measurement of the medium.

Asked if it was looking at similar guidelines a spokesperson for the IAB Australia said the Audio Council had been briefed to come up with a set of guidelines, with an update on progress expected in October.