AMP Task Force Emerges to Confront Podcasting’s Measurement Dilemma

Introducing the Alliance for Measurement in Podcasting (AMP), a task force comprising major industry leaders across platforms, advertisers, publishers and creators, all dedicated to future-proofing podcasting amid growing measurement challenges.

Podcasting is at a crossroads. The rapid rise of video podcasting has created industrywide confusion, driven by both a lack of standardized metrics and disagreement about where podcasts end and social videos (as well as other forms of video) begin. Research also suggests that, despite video podcasts’ popularity, their ads perform unevenly when compared to their audio-only counterparts, fueling even greater uncertainty. The result is a loss of brand advertiser confidence, costing the market a reported $1 billion in advertising spend. 

In response, Oxford Road - the world’s largest podcast advertising agency - quietly convened AMP in July 2025, assembling a brain trust of 12 voting member parties to address an urgent need for radical change. This included individuals from leading platforms where the vast majority of audio and video content is consumed, hosting and monetization companies, top advertisers, leading talent, and independent measurement providers.

Select AMP members include:

• Oxford Road, CEO, Dan Granger and EVP of Strategy, Giles Martin
• Spotify, Head of Podcast Agency & Show Specialist Sales, Anna Hartman and Head of Content Partnerships, Jordan Newman
• BetterHelp, Senior Director of Growth Marketing, Brittany Clevenger
• DraftKings, Senior Manager, Growth Marketing, Mike Janigian
• United Talent Agency, Creators Agent, Rebecca Steinberg and Partner & Co-Head, UTA Creators, Oren Rosenbaum
• FlightStory, CRO & Co-Founder, Christiana Brenton in collaboration with Director of Business Intelligence, Austin Goh
• Libsyn, Executive Vice President of Sales, Anthony Savelli
• SiriusXM Media, Director, Performance Partnerships, Joe Macarak
• Podscribe, CEO & Founder, Pete Birsinger

Since then, the task force has been diligently working behind the scenes toward the ambitious goal of defining and implementing cross-platform measurement guidance to assist the continued growth of the podcasting market. 

AMP key focus areas:

• Standardizing impression metrics – defining units that all major platforms can map to
• Developing cross-platform performance measurement – creating a consistent attribution method acceptable to both open RSS and closed platforms
• Defining “podcast” – agreeing on a universal classification that informs industry sizing, buying/selling processes, and measurement 

AMP is also developing a comprehensive measurement and attribution proposal as well as an implementation guide, with plans to introduce the framework at Oxford Road’s upcoming CAO Summit on July 22nd-23rd at the Terranea Resort in Rancho Palos Verdes, CA. 

“The podcast marketplace trades on artificial CPMs because exposure metrics change between platforms. Advertisers run multiple attribution systems because media players won’t align on how to measure ad response. We can’t even agree on a shared definition of a podcast. A billion dollars of demand is sitting on the sidelines because of it, and every month we wait is a month the medium loses ground that it doesn’t have to lose. AMP exists because twelve operators agreed to stop waiting,” said Dan Granger, CEO of Oxford Road.

For more information, visit: ampaccords.com