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Triton, Edison Focus on Podcasting Measurement

Say Webcast Metrics will enable publishers to monetize content

With the increasing popularity of podcasting, Triton Digital and Edison Research are joining their efforts to measure that audience.

The companies, who already work together on the “Infinite Dial” study, plan to deliver a measurement product called “Webcast Metrics On Demand” later this year.

They believe the U.S. podcast market is potentially worth roughly $100 million; but it’s been hard to get advertiser attention without third-party data quantifying the listening, according to Webcast Metrics GM/Chief Compliance Officer Rob Favre. He says the new product “will enable publishers to credibly present their audience and monetize across multiple sales channels.”

Neither Triton nor Edison have put a timetable on delivery, however they believe theirs will be podcast industry’s first comprehensive ratings and audience information service.