Backtracks Podcast Analytics and Advertising Measurement Certified by The IAB Tech Lab


End-to-end podcast management platform compliant for podcast analytics and advertising metrics and measurement

AUSTIN, Texas–(BUSINESS WIRE)–Backtracks, the technology infrastructure platform for end-to-end podcast management, advertising and data analytics, announces today that it has been certified by the IAB Tech Lab. The platform is now Podcast Measurement compliant for analytics, advertising metrics and measurement. The Interactive Advertising Bureau (IAB) and IAB Tech Lab are organizations for the advertising, media and marketing industries helping to set standards, measurement, and compliance guidelines. Using Backtracks podcast analytics and advertising measurement allows for advertisers and publishers to gather insights into listener engagement during ad play, including the percentage of ad completion along with analytics and reporting capabilities. This certification further confirms Backtracks’ safe and privacy-centric ad experience for consumers.

Backtracks is dedicated to providing podcasters, advertisers and publishers in-depth analytics for their audio content,” says Jonathan Gill, CEO of Backtracks. “This measurement data allows users to decide what is and isn’t working in their audio content and advertising partners. The IAB Tech Lab certification of Backtracks podcast analytics and advertising measurement data ensures that brands and publishers are privy to the same actionable data points and a shared source of truth. The IAB Tech Lab certification will allow Backtracks to progress our vision of modernizing podcasting by adding advertising value and measurability.”

The podcast industry has grown tremendously during the pandemic with 59% of people saying they spend more time listening to podcasts than browsing social media. Due to this massive boom in podcast listenership, advertisers have begun to take notice of this highly engaged and loyal audience. Limited analytics has been an obstacle for advertisers looking to take advantage of the growing audio medium. Backtracks fills this space, making it easy for broadcasters to create the best possible ROI for advertisers and provide comprehensive analytics. The IAB Tech Lab certification will further facilitate strides in the audio and advertising industry, creating a more seamless and strategic experience for podcasters, publishers, and advertisers alike.

To achieve the podcast analytics and advertising data measurement practices accreditation, Backtracks was audited by the IAB Tech Lab for compliance with the IAB Tech Lab’s official podcast measurement technical guidelines. Backtracks adheres to the highest degree of advertising industry standards for data transparency, fraud detection and removal, and information security.

IAB Tech Lab is proud to grant our podcast measurement certification to Backtracks,” says Shailley Singh, Senior Vice President, Product Management and Global Programs, IAB Tech Lab. Backtracks will allow podcast advertisers to better understand and connect with audiences through transparent and IAB Tech Lab certified measurement of podcast data.”

About Backtracks

Backtracks is the leading technology infrastructure platform for end-to-end podcast management, advertising and data analytics. Through a product suite of turnkey tools and data analytics solutions, the company provides the technology for publishers, brands and advertisers to gain greater insights for engaging, reaching and understanding their target audiences while delivering a superior listening experience to their listeners. Founded in 2016 by engineers Jonathan Gill and Kevin Wright, Backtracks is on a mission to modernize the podcast medium by providing podcasters and advertisers with the tools to measure, discover and monetize their content and data. The company empowers thousands of podcasts and audio partners, including Wondery, McKinsey & Company, Stratfor, Samsung, Mediahuis, OECD, The Memphis Grizzlies, and NASA.

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About IAB Tech Lab

Established in 2014, the IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; ad experiences and measurement; and programmatic effectiveness. Its work includes the OpenRTB real-time bidding protocol, ads.txt anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, and Project Rearc initiative for privacy-centric addressability. Board members/companies are listed at For more information, please visit


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Barb Rogers

Barb has worked within the digital advertising and marketing space for over 20 years. Over the years, she found it difficult to find information on the simplest of subjects tied to the digital marketing space, so she decided to embark on a journey to create a space that others may appreciate.

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