Audible to Track Podcast Ad Impressions, Podcasters Critical

Audible has introduced the first components of AudibleWordcast, a platform that for now inserts ads into podcasts, audits audiences and offers secured transactions - but will, starting in the first quarter of next year, also enable tracking of ad impressions - reports ClickZ (via MarketingVox). Audible says that podcasts in its .AA format will allow audio producers to measure both how much of a file and what ads have been played.

“Once you have the ability to test and measure who’s listening to what and how much, you’re able to build a rate card, and that should be a driver of revenue,” David Joseph, VP of communications and strategy for Audible, is quoted as saying.

Podcasters would take care of their own ad sales - Audible does not offer media representation; but Joseph said it would consider doing so. There are no minimum requirements, and Audible expects a wide range of users, from large media companies to independent producers.

But some bloggers/podcasters have been vocal in their criticism of the tool. That may be because the system relies on a closed technology such as Audible’s or Apple’s ACC format, writes Chris Thilk of Ad Jab. Some feel that the closed formats won’t work because they “stifle the innovation and openness that podcasting has tapped into.” Thilk suggests that those trying to design a measurement technique work harder to deal with the inflexibility of MP3, the audio file most commonly used for podcasts, rather than creating “a measurement standard that disallows anyone not willing to ante up for the DRM equipped formats.”

Audible plans to charge podcasters 5 cents per listener download for its expanded service, which includes measurement of usage, and a half cent more per download if the podcaster wants to have Audible insert an ad, writes CNET. Podcasters who want only to measure the number of downloads but not usage would be charged 3 cents per download.