Swedish ad industry launches podcast measurement standards

The Association of Swedish Advertisers (SA), along with Sveriges Radio, MTG Radio, podcast platform Acast and Bauer Media, recently launched an industry-wide podcast measurement standards and podcast index - Poddindex - to create greater transparency and eliminate ad fraud in the space.

The initiative aims to address the lack of proper measurement tools and standards for podcast and on demand radio by introducing transparent and consistent audience metrics across podcast producers, platforms, publishers and service providers.

Poddindex, created by the Swedish Advertisers and part of its KIA index, is open to all podcast stakeholders in Sweden. It offers a defined set of metrics to evaluate audience reach and activity, compare podcasts and podcast networks and minimise the risk of fraud and non-human traffic measurement through filtering. A certification mechanism has also been put in place and audits will be done by the SA.

For more information, please visit the Poddindex website or contact the Swedish Advertisers.