The Association for Downloadable Media, an organization whose purpose is to help provide advertising and audience measurement standards for episodic and downloadable media, announced today a proposal for advertising standards at Ad:Tech San Francisco.
A cross section of podcasters, agencies, device manufacturers and others interested in monetizing downloadable media have developed the proposed standards.
Why do we need standards for downloadable media?
The panel believed that the standards should be
The group is proposing three types of ad standards: Insertions, Content Participation, and Collaterals
Insertions (as provided by advertisers)
All the other real estate that a podcaster has that may be included as part of an advertising or sponsorship package, or as separate items a lÃ¡ carte.
The second area that the ADM focused on is developing a set of proposed measurement guidelines for audience traffic.
The Association of Downloadable Media is recommending compliance with one of two proposed methods to determine true download measurement. These two methods are Native Server Measurement or Third Party Measurement.
In order to comply with these guidelines, publishers would clearly state their download measurement methodologies to interested buyers. Buyers seeking to work with ADM-compliant publishers would be entitled to request and receive these download methodologies. The goal is to achieve high levels of confidence around the metrics for both parties.
Third Party Measurement (TPM)
A Third Party server is the intermediary between the Native Server and another Third Party Server. Third Party Measurement refers to the files measuring the initial download requests as received by a third party server to be delivered to the requester. Because the Third Party server is a constant, it may uniformly measure download statistics across multiple hosting services.
Data logged by third party servers include request information about the media being downloaded. Each request contains the following data that may be utilized for analysis.
Native Server Measurement (NSM)
The Native Server is the actual end point where the media is hosted. Native Server
Measurement refers to the log files derived from the Native Server. It may include
the amount of data that was transferred in each log entry, and therefore may provide information to derive more than simple download statistics.
Data logged by native servers include request information about the media being downloaded as well as the amount of bytes transferred during the download transaction. All the data listed above (available to third party servers) applies to Native Servers. In addition, the following data may be utilized for analysis.
The data contained in either native or third party server log files does not necessarily mean that the data is analyzed. The method of analysis used varies.
Analysis Techniques and Factors
Both types of measurement include analysis techniques, in order to calculate download measurement. These analytic techniques are used to determine the validity of actual downloads (versus duplicated or aborted download attempts)
There are a number of factors used in any given technique to analyze log files.
The ADM does not require a specific combination of factors or techniques, instead requires that you use analysis that’s appropriate to the business at hand in a way that provides high confidence data and you can explain the process used to create the data. It is left to any company following these guidelines to create techniques that fit their situation. However, it is strongly recommended to include the IP Address in analysis.
These types of measurements can be provided by services like Wizzard Media or PodTrac. UPDATE: ADM members RawVoice and Volomedia are also providing this kind of measurement service.
The proposed standards are open for public review and comment through May 16, 2008. Send to comments and feed back to email@example.com.
Once ratified will be reviewed bi-annually by ADM.
[tags]downloadable media, ADM, Association for Downloadable Media, Advertising, Standards[/tags]