Press Launch · Los Angeles CA, United States · by way of Alliance for Measurement in Podcasting ·
As we speak, the Alliance for Measurement in Podcasting (AMP), a process drive devoted to future-proofing podcasting amid a rising measurement disaster, pronounces the primary unified impression framework for audio and video podcasting. Its ambition is to present advertisers and publishers a single consumption-based forex that lets them examine audio and video podcast stock on frequent phrases for the primary time, whereas preserving the “obtain” as a supply sign the place it stays helpful.
The obtain is the forex podcasting was constructed on. From the medium’s starting, it has been the unit by which reveals are ranked, advert stock is bought, and worth is assigned. However as new podcasting platforms arose and the medium expanded to video, the hole between how every main platform measured impressions grew. Apple counts downloads. Spotify counts streams. YouTube counts views. None of these definitions describes the identical human conduct, and none permits a chief advertising and marketing officer to match audio and video podcast stock on the identical line of a media plan. That structural mismatch has eroded advertiser belief and spending, holding the medium again from its subsequent part of name funding.
To handle this, the AMP Job Power ratified a brand new framework with 4 publicity definitions, with no dissenting votes, bringing cross-platform consumption-based requirements to podcasting for the primary time:
- Podcast Play: 30 seconds of content material performed, audio or video, as soon as per consumer per session.
- Podcast Viewers: The variety of distinctive customers who had a Podcast Play.
- Advert Impression: A industrial begins enjoying for the consumer.
- Advert Viewers: The variety of customers uncovered to an Advert Impression.
Not solely is that this new customary consumption-based relatively than delivery-based, it really works the identical method throughout audio and video, is relevant to listening or viewing on all platforms, and is enhanced by rising adoption of HLS requirements. It additionally capabilities as a supplementary layer of measurement relatively than a sudden forex substitute, permitting cross-platform comparability with out forcing any single platform to desert their current programs.
Past these publicity definitions, AMP seeks to develop a common definition of “podcast,” which impacts trade sizing, shopping for and promoting processes, and measurement, in addition to a complete cross-platform attribution proposal. The duty drive will reveal its full steering together with an implementation information at Oxford Highway’s CAO Summit on July 23, 2026 on the Terranea Resort in Rancho Palos Verdes, California.
AMP contains main trade leaders throughout platforms, advertisers, publishers and creators. This contains people from main platforms the place the overwhelming majority of audio and video podcast content material is consumed, internet hosting and monetization corporations, high advertisers, main expertise, and unbiased measurement suppliers.
Choose AMP members embody:
- Oxford Highway, CEO, Dan Granger and EVP of Technique, Giles Martin
- Spotify, Head of Podcast Company & Present Specialist Gross sales, Anna Hartman and Head of Content material Partnerships, Jordan Newman
- BetterHelp, Senior Director of Progress Advertising, Brittany Clevenger
- DraftKings, Senior Supervisor, Progress Advertising, Mike Janigian
- United Expertise Company, Creators Agent, Rebecca Steinberg and Accomplice & Co-Head, UTA Creators, Oren Rosenbaum
- Libsyn, Government Vice President of Gross sales, Anthony Savelli
- Podscribe, CEO & Founder, Pete Birsinger
“For years, the purchase aspect and the promote aspect have argued about whether or not a ‘obtain’ equals a ‘hear,’ and the way YouTube ‘views’ must be counted alongside podcast downloads. The AMP publicity framework lastly offers the trade the reply it has wanted: a single, consumption-based metric that may work throughout Spotify, Apple Podcasts, YouTube, and in every single place else,” stated Pete Birsinger, CEO and Founding father of Podscribe.
“Promoting apples, oranges and bananas on the similar worth and calling it a tomato could have labored for some time, but it surely makes for a awful bloody mary. The time has come to harmonize the best way we calculate and worth viewers publicity, regardless of the place somebody performed a podcast. This removes a serious bottleneck that has undermined belief and readability, and held again the expansion of audiences and promoting {dollars}. Transferring past the obtain as a measure of listening has been a very long time coming, and offers the trade contemporary momentum it’s wanted for the higher a part of a decade,” stated Dan Granger, CEO of Oxford Highway.
For extra info, go to: ampaccords.com
