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Annual re-certification now required by IAB

LISTEN · · 4.3 minutes to read
  • The IAB Tech Lab is now requiring annual re-certification from podcast companies. In a note that has appeared sometime over the past month on the IAB’s website, the IAB says it “is updating its compliance program to require annual recertification”.

    • Pricing is $35,000 for IAB members; membership is a minimum of $10,000 on top. The IAB’s PR company reached out after publication to say: "45K is not the correct charge for re-certification - this price was taken from an old FAQ page published in 2020 and the price was only for initial certification. In fact, IAB Tech Lab has lowered pricing to the following tiers to make certification more accessible to the wide Podcast measurement community. The updated pricing is: Member: $12,500 (new) / $​6,250​ (renew); Non-Member: $17,500 (new) /$8,750 (renew)
    • Open, transparent alternatives for download measurements proposed by others have included ODL from Podsights and OP3; alternatively, RAD from NPR and the podcast:events tag could measure plays, rather than downloads. Here’s much more on podcast stats.
  • Kenyan podcasting studio and incubator SemaBOX has been critical of the size of Spotify’s $100,000 African Podcast Fund. “Frankly speaking they can give 10 times the amount they are offering”, said CEO Dan Aceda in The Star.

  • Podtrac is to launch an attribution product. “Podtrac Attribution” promises “independent, accurate assessment of your podcast ad performance, in a new dashboard you’ll want to use” - you can apply for the beta today.

Moves and hires

  • Agnes Kozera has left Podcorn, the company she co-founded, according to her LinkedIn. The company was acquired by Entercom, now Audacy, in Mar 2021.

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Podcast ads in the wild

Better Banking Podcast

The Better Banking Podcast
Corny sends us this image from “North Hollywood” - it’s here, on 2100 Magnolia Blvd (across the road from a mural depicting Julius Pringles and Humperdink Duck, or Rich Uncle Pennybags if you move closer.) It’s promoting The Better Banking Podcast, a show from the Gain Federal Credit Union (which is just down the street).

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