This Week's Influencer: Oxford Road Reveals a Podcasting Secret; Brazil's Untapped Gold Mine; Theo Von Gets Measurable; and More…

For the past year, some of the biggest names in podcasting have been working on a top-secret mission, one that could define the future of this multi-billion-dollar industry. Together, they debated three crucial questions: What’s a podcast? What’s an impression? Did the ad work?

Now, after months of closed-door meetings and discussions, Dan Granger (CEO & Founder, Oxford Road) and long-time strategy consigliere Giles Martin (EVP, Strategy, Oxford Road) are excited to unveil AMP, the Alliance for Measurement in Podcasting. The unprecedented effort, which features a cross-section of industry leaders, aims to answer podcasting’s big three questions and, in doing so, create a new blueprint for creators, advertisers, and platforms.

“We know that the lack of consistency in what we’re talking about, and in the things we’re measuring, is costing everyone money.” – Dan Granger (CEO & Founder, Oxford Road)

Learn More about AMP here

But, Seriously…What’s a Podcast? – It’s a question that, admittedly, we’re just slightly obsessed with (for proof, check out our award-winning “What’s a Podcast?” series here). But it’s an issue that impacts everyone in the ecosystem. The lack of a standard podcast definition has caused confusion and chaos. So much so that, by our math, the industry’s leaving a billion dollars on the table. AMP is the industry’s chance to unify and standardize, and an attempt to lift all boats.

The Best Brains in the Biz – In AMP’s meetings, we had voices from top podcast advertisers, platforms, and creators. They all recognize that the status quo isn’t working, and that the industry needs new and unified audio/video podcast definitions, exposure metrics, and ROI metrics. Did these smart, experienced, and very opinionated parties all land on the same answers? Of course not! But even if these diverse thinkers didn’t love every single aspect of the AMP Accords, they agreed to help put these changes in motion, for the betterment of the industry. The point is: We’ll work to make it work, together.

What’s Next for AMP – Now that the secret’s out on the biggest cross-collaboration measurement effort in podcasting, what’s next? In June, we’ll share some of the task force’s findings and market guidance. Then, at our CAO Summit in July, we’ll share the full AMP Accords. From there, it’ll be up to the industry. If you also hope for a Podcasting landscape that’s better for creators, publishers, brands, and everyone else in the industry, stay up to date with the AMP Accords here.

For more insights on one of the (previously) best-kept secrets in the industry, check out the full episode below.