NPR is Working to Try and Figure Out Which Podcasts Ads You Skip and Listen to

Apple's official Podcasts app

There’s no denying that podcasts are a big deal, and the ad platforms that serve the listening community are just as important.

Which is why the National Public Radio, or NPR, wants to dig into the nitty gritty of what podcast listeners are listening to when it comes to advertisements, and which ones they are skipping. To get there, part of the equation comes in the form of what NPR calls the RAD standard, short for Remote Audio Data. The RAD standard launched earlier this month, and now NPR is working with other companies to help break things down.

And that includes Apple.

The Verge has a nice write-up of what this all looks like, putting a microscope on the system that will give better podcast analytics to not only podcast creators, but also advertisers. NPR wants the RAD system to be what Nielsen is for TV, serving up as a standard third-party entity to be the one-stop shop for that type of data.

Spotify is another major resource for NPR, along with Apple. According to data, Apple Podcasts accounts for more than half of all the podcast listening out there. Spotify, meanwhile, despite being relatively new to the podcast effort on a massive scale, is already at one fifth of all listening. The other listening platforms out there are fighting for market and mindshare.

Neither Apple nor Spotify have confirmed they are working with NPR in all of this. However, the report was able to confirm that Apple employees have given their feedback on the program in some capacity. At any rate, Apple knows the RAD standard exists, and, according to the report, “has had a hand in its development”.

Analytics is vitally important for podcasts, just like it is for other mediums out there. Apple, for its part, launched its own Podcast Analytics feature late last year, and, since then, it has grown into a primary resource for podcast hosts. And while there are other analytics tools out there, this NPR effort appears to be massive in scale.

The full write-up of what’s coming from NPR is available through the source link below.

[via The Verge]

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