Internet users are already being tracked to death, with ads that follow us around, search histories that are collected and stored, emails that report back to senders when they’ve been read, websites that know where you scrolled and what you clicked and much more. So naturally, the growing podcast industry wanted to find a way to collect more data of its own, too.
Yes, that’s right. Podcasts will now track detailed user behavior, too.
Today, NPR announced RAD, a new, open-sourced podcast analytics technology that was developed in partnership with nearly 30 companies from the podcasting industry. The technology aims to help publishers collect more comprehensive and standardized listening metrics from across platforms.
Specifically, the technology gives publishers — and therefore their advertisers, as well — access to a wide range of listener metrics, including downloads, starts and stops, completed ad or credit listens, partial ad or credit listens, ad or credit skips and content quartiles, the RAD website explains.
However, the technology stops short of offering detailed user profiles, and cannot be used to re-target or track listeners, the site notes. It’s still anonymized, aggregated statistics.
It’s worth pointing out that RAD is not the first time podcasters have been able to track engagement. Major platforms, including Apple’s Podcast Analytics, today offer granular and anonymized data, including listens.
Already, RAD has a lot of support. In addition to being integrated into NPR’s own NPR One app, it has commitments from several others that will introduce the technology into their own products in 2019, including Acast, AdsWizz, ART19, Awesound, Blubrry Podcasting, Panoply, Omny Studio, Podtrac, PRI/PRX, RadioPublic, Triton Digital and WideOrbit.
Other companies that supported RAD and participated in its development include Cadence13, Edison Research, ESPN, Google, iHeartMedia, Libsyn, The New York Times, New York Public Radio and Wondery.
NPR says the NPR One app on Android supports RAD as of now, and its iOS app will do the same in 2019.
To use RAD technology, publishers will mark within their audio files certain points — like quartiles or some time markers, interview spots, sponsorship messages or ads — with RAD tags and indicate an analytics URL. A mobile app is configured to read the RAD tags and then, when listeners hit that spot in the file, that information is sent to the URL in an anonymized format.
The end result is that podcasters know just what parts of the audio file their listeners heard, and is able to track this at scale across platforms. (RAD is offering both Android and iOS SDKs.)
While there’s value in podcast data that goes beyond the download, not all are sold on technology.
Most notably, the developer behind the popular iOS podcast player app Overcast, Marco Arment, today publicly stated his app will not support any listener-tracking specs.
“I understand why huge podcast companies want more listener data, but there are zero advantages for listeners or app-makers,” Arment wrote in a tweet. “Podcasters get enough data from your IP address when you download episodes,” he said.
The developer also pointed out this sort of data collection required more work on the podcasters’ part and could become a GDPR liability, as well. (NPR tells us GDPR compliance is up to the mobile apps and analytics servers, as noted in the specs here.)
In addition to NPR’s use of RAD today, Podtrac has also now launched a beta program to show RAD data, which is open to interested publishers.
Source: Tech Crunch Mobiles | Podcast industry aims to better track listeners through new analytics tech called RAD
No Comments