A billion dollars of demand is sitting on the sidelines.
Which is why leading platforms, advertisers, publishers, and creators have come together to create the first podcasting measurement framework.
PODCAST Advertising Measurement IS BROKEN
Every major podcasting platform measures success in its own way, leading to confusion and uncertainty. What’s considered an attribution win or a CPM varies from one company to the next. Even the meaning of the word podcast is up for debate. In July 2025, a group of industry experts were convened by Oxford Road, the world’s largest podcast advertising agency, to help solve the problem. The company formed the Alliance for Measurement in Podcasting (AMP), a braintrust that includes leaders across platforms, advertisers, publishers, and creators. AMP’s mission is to target measurement gaps holding back the podcasting industry, and to decide upon new cross-platform standards. The result is the newly announced AMP Accords.
The AMP Accords' three goals:
The AMP Accords target the measurement gaps holding podcasting back across open RSS, closed platforms, buying, selling, and attribution.
Standardize impression metrics
Standardize impression metrics
Defining units that all major platforms can map to.
Develop cross-platform performance measurement
Develop cross-platform performance measurement
Creating a consistent attribution method acceptable to open RSS and closed platforms.
Define "podcast"
Define "podcast"
Agreeing on a universal classification for industry sizing, buying, selling, and measurement.
The podcast marketplace trades on artificial CPMs because exposure metrics change between platforms.
Advertisers run multiple attribution systems because media players won't align on how to measure ad response. We can't even agree on a shared definition of a podcast. A billion dollars of demand is sitting on the sidelines because of it, and every month we wait is a month the medium loses ground that it doesn't have to lose.
Our agency spends more than half a billion dollars a year inside podcasting, and I still cannot tell a CMO with confidence what counts as an impression. Television solved that in 1950. Digital solved it in 2005. Podcasting is the only major medium left where the platforms ask advertisers to take their word for it, and advertisers still do. That honor system has to end, and the AMP Accords point to a new beginning.
Dan Granger · CEO · Oxford Road
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