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.But NPR says that data requires “a great deal of manual analysis” as the stats aren’t standardized nor as complete as they could be. RAD is an attempt to change that, by offering a tracking mechanism everyone can use.
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.
“Over the course of the past year, we have been refining these concepts and the technology in collaboration with some of the smartest people in podcasting from around the world,” said Joel Sucherman, vice president, New Platform Partnerships at NPR, in an announcement. “We needed to take painstaking care to prove out our commitment to the privacy of listeners, while providing a standard that the industry could rally around in our collective efforts to continue to evolve the podcasting space,” he said.
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.
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.
Yes. I understand why huge podcast companies want more listener data, but there are zero advantages for listeners or app-makers.
I won’t be supporting any listener-behavior tracking specs in Overcast. Podcasters get enough data from your IP address when you download episodes. https://t.co/mplhnrmCsc
— Marco Arment (@marcoarment) December 11, 2018
“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.
Twitter chief executive Jack Dorsey and Facebook chief operations officer Sheryl Sandberg will testify in an open hearing at the Senate Intelligence Committee next week, the committee’s chairman has confirmed.
Larry Page, chief executive of Google parent company Alphabet, was also invited but has not confirmed his attendance, a committee spokesperson confirmed to TechCrunch.
Sen. Richard Burr (R-NC) said in a release that the social media giants will be asked about their responses to foreign influence operations on their platforms in an open hearing on September 5.
It will be the second time the Senate Intelligence Committee, which oversees the government’s intelligence and surveillance efforts, will have called the companies to testify. But it will be the first time that senior leadership will attend — though, Facebook chief executive Mark Zuckerberg did attend a House Energy and Commerce Committee hearing in April.
It comes in the wake of Twitter and Facebook recently announcing the suspension of accounts from their platforms that they believe to be linked to Iranian and Russian political meddling. Social media companies have been increasingly under the spotlight in the past years following Russian efforts to influence the 2016 presidential election with disinformation.
A Twitter spokesperson said the company didn’t yet have details to share on the committee’s prospective questions. TechCrunch also reached out to Google and Facebook for comment and will update when we hear back.
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