Video is changing how audiences discover and consume podcasts—and creating new challenges for how podcast advertising is planned, bought, and measured. As episodes span audio, streaming video, social, and CTV, advertisers face a fragmented measurement landscape with different standards, signals, and levels of verification.
IAB Podcasts Continue to Evolve: When Listeners Become Viewers provides a practical framework for navigating this shift. Rather than creating a new measurement system, the guide shows how existing IAB podcast and digital video standards can be applied across different delivery environments, while addressing where greater transparency and disclosure are needed.
The guide covers:
- Definitions: Key terms for video podcasts, hybrid consumption, ad insertion, and hosting models.
- Measurement:
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