News brief
IAB rejects new measurement framework for video podcasts
At the IAB Podcast Upfront, the IAB unveiled a guide for measuring video podcasting — and rejected building a new medium-agnostic standard like the AMP Accords, pointing instead to two existing IAB Tech Lab standards.
By Podnews · Published · Announcement date
At the IAB Podcast Upfront during Podcast Week, Jason Adamski announced a new downloadable guide covering the measurement of video podcasting, as reported by Podnews on September 17. The notable position: the IAB rejects a medium-agnostic standard like the recently released AMP Accords — "the solution is not to build a new framework from scratch."
Instead, the IAB says the industry should use two existing IAB Tech Lab standards: the Podcast Measurement Technical Guidelines v2.2 and the Digital Video Served Impression Guidelines. As Adamski framed it: "The practical challenge is not the absence of standards. It is knowing which standard applies where." A verification note: the guide and its press release were email-gated, and Podnews hosted the document directly.
Measurement standards decide how podcasters' numbers get counted and sold to advertisers, so this isn't abstract plumbing. The fragmented-versus-unified video-podcast measurement fight is live, and its outcome affects everyone selling ads against video inventory.
Announcement date: September 17, 2026
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