New to podcast advertising? Learn the lingo with our handy glossary.
The key messages an advertiser would like to deliver in their advert.
The total spend allocated to a single campaign
The period of time a specific advertising campaign will run for. Can be set manually by advertiser or automatically by Acast.
Cost per mille (CPM) or ‘cost per thousand’ is the amount an advertiser pays per 1,000 impressions for its ads.
Call to action (CTA) refers to the next step you want your audience to take, for example to visit your website or use a promo code
The total count of impressions delivered for this flight or campaign - these are IAB valid impressions (i.e. they have been filtered based on the Interactive Advertising Bureau 2.1 measurement standard)
Acast follows IAB-certified methods of calculating Listens and Downloads. A Listen/Download is valid according to the Interactive Advertising Bureau (IAB) if it meets the following criteria:
Dynamic Ad Insertion
The process of ‘stitching’ ads into podcast content in real time, instead of the advert being ‘baked’ into the audio file permanently. The benefit is that the ads can be swapped for new creative or new advertisers at any time. All Acast’s ads and sponsorship are dynamically inserted at the point the listener hits play or download.
Forecasting is used to predict the number of impressions that will be delivered for a campaign based on the targeting rules
The maximum number of times per week that a listener hears a specific ad
Also known as 'Sponsorships'. Ads read by the host or producer of the podcast and dynamically inserted into the content. Not available through self-serve and must be purchased directly through the Acast sales team
The Interactive Advertising Bureau (IAB) is an advertising business organization that develops industry standards, conducts research, and provides legal support for the online advertising industry.
IAB advertising categories
Category codes that can be applied to an advertiser in an ad server, so that competing brands don't advertise next to each other, or so a campaign can be targeted away from content an advertiser may want to avoid.
When you hear a company say they’re IAB-certified or IAB-compliant, it means they follow a number of guidelines put in place by the Interactive Advertising Bureau (IAB) to report accurate data around things like listens and downloads. ‘Certified’ means they have been awarded direct certification by the IAB, while ‘compliant’ means they adhere to the standards, but have not yet received official certification. Acast is IAB-certified.
An ‘impression’ is defined as being one user who, while using web or media content, was presented with an advertisement. Acast is compliant with the IAB Podcast Measurement Technical Guidelines Version 2.1 for Ad Delivery. Valid ad delivery may only be counted if the entire ad file was downloaded in an IAB valid download.
The maximum number of times a given campaign's creatives will be heard.
When a dynamic ad is inserted in the middle of a podcast's episode.
An audio file that is downloaded or streamed, and listened to on a smartphone or computer, usually via an RSS feed
A podcast player or software used to play podcasts, such as Apple Podcasts or Spotify. Listeners can follow your show on these apps and receive notifications when there are new episodes.
When a dynamic ad appears at the end of a podcast's episode.
When a dynamic ad appears at the beginning of a podcast's episode.
30-second audio ads crafted by the advertiser which are inserted into podcast episodes through dynamic ad insertion
The use of software to automatically purchase and insert ads in a particular medium, rather than the traditional process involving human negotiations and manual insertion orders. In short, it's an automated way to buy and insert ads
Third party tracking
External vendors supported by Acast's self-serve platform which allow for pixel-based tracking of digital attribution, uplift, and conversion
Represents total unique users (devices) that heared the ad once or multiple times