Trade Group Forms to Tackle Standards in Downloadable Media

Does podcast media require its own industry association, separate from the IAB, AAAA and other existing options? A group of companies including Apple, NPR, Nielsen Online, Kiptronic and PodTech appears to think so.

Those firms are among the 14 that have banded together to try and standardize advertising and audience measurement for downloadable files. The group is calling itself the Association for Downloadable Media, and will focus mainly on podcasts and other downloadable content delivered via RSS, peer-to-peer, mobile, site downloads and “other platforms to come.”

ADM said it plans to cooperate rather than compete with fellow trade organizations like those listed above. In addition to its principle charter to develop standards, it will also engage in industry outreach and education. Support and membership will be extended not only publishers and producers of downloadable content, but also advertisers, agencies, research firms, and hardware and software makers involved with the medium.

The group, which didn’t return a phone call seeking more information, so far consists only of an initial advisory board. It said five committees would quickly be formed to address specific mandates.