Apple Backs ADM: New Podcast Metrics Body
The internet has a new association with a new acronym, the ADM - Association for Downloadable Media.
Key players from many sides of the podcasting industry, including Apple Inc., BlogTalkRadio, Kiptronic, Wizzard Media/LibSyn, NPR, Nielsen Online, Personal Life Media, Inc., Podbridge, PodTech, PodShow, Podtrac, Porter Novelli, Rev3 and Vogele & Associates have taken on the task of standardising podcasting, along the lines of “related industry organizations, publishers and agencies such as the Interactive Advertising Bureau (IAB) and the American Association of Advertising Agencies (AAAA).”
Five initial committees will be formed immediately to address: advertising standards, measurement, outreach/education, terminology and membership. Membership application is now open on the ADM Web site at www.downloadablemedia.org.
Nominations for the executive seats, advisory board and committee chairs will take place this summer.
“This is a big move towards the establishment of podcast metrics, which interestingly doesn’t include Google, Microsoft, AOL, Yahoo but which is backed by Apple and Wizzard,” said Dean Whitbread, Talking Voices.
On current estimates, Wizzard via LibSyn control about 30% of RSS internet traffic. RSS derived traffic - blogs, podcasts, etc. - now accounts for an estimated 10% of total internet activity.
Still wearing the “just bought by Google” tshirt, popular rival Feedburner’s system controls around 60% of all RSS traffic.
If significant numbers of independent publishers join ADM, it’s more likely that its influence in determining exactly what measurements to apply to podcasting could extend further, with the rest of the industry converging on shared standards.
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