Backtracks, the technology infrastructure platform for end-to-end podcast management, advertising and data analytics, announces today that it has been certified by the IAB Tech Lab. The platform is now Podcast Measurement compliant for analytics, advertising metrics and measurement. The Interactive Advertising Bureau (IAB) and IAB Tech Lab are organizations for the advertising, media and marketing industries helping to set standards, measurement, and compliance guidelines. Using Backtracks podcast analytics and advertising measurement allows for advertisers and publishers to gather insights into listener engagement during ad play, including the percentage of ad completion along with analytics and reporting capabilities. This certification further confirms Backtracks’ safe and privacy-centric ad experience for consumers.

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“Backtracks is dedicated to providing podcasters, advertisers and publishers in-depth analytics for their audio content,” says Jonathan Gill, CEO of Backtracks. “This measurement data allows users to decide what is and isn’t working in their audio content and advertising partners. The IAB Tech Lab certification of Backtracks podcast analytics and advertising measurement data ensures that brands and publishers are privy to the same actionable data points and a shared source of truth. The IAB Tech Lab certification will allow Backtracks to progress our vision of modernizing podcasting by adding advertising value and measurability.”

The podcast industry has grown tremendously during the pandemic with 59% of people saying they spend more time listening to podcasts than browsing social media. Due to this massive boom in podcast listenership, advertisers have begun to take notice of this highly engaged and loyal audience. Limited analytics has been an obstacle for advertisers looking to take advantage of the growing audio medium. Backtracks fills this space, making it easy for broadcasters to create the best possible ROI for advertisers and provide comprehensive analytics. The IAB Tech Lab certification will further facilitate strides in the audio and advertising industry, creating a more seamless and strategic experience for podcasters, publishers, and advertisers alike.

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To achieve the podcast analytics and advertising data measurement practices accreditation, Backtracks was audited by the IAB Tech Lab for compliance with the IAB Tech Lab’s official podcast measurement technical guidelines. Backtracks adheres to the highest degree of advertising industry standards for data transparency, fraud detection and removal, and information security.

“IAB Tech Lab is proud to grant our podcast measurement certification to Backtracks,” says Shailley Singh, Senior Vice President, Product Management and Global Programs, IAB Tech Lab. “Backtracks will allow podcast advertisers to better understand and connect with audiences through transparent and IAB Tech Lab certified measurement of podcast data.”

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