Triton Digital recently announced that its audience measurement ratings product, Webcast Metrics, has been awarded accreditation by the Media Ratings Council. This is certainly great news for Triton, but cause for celebration by the Internet radio industry as well.
“Triton Digital Media is to be congratulated for the accreditation of Webcast Metrics,” said George Ivie, Executive Director and CEO of the MRC. He added, “Its commitment to quality, as evidenced by its commitment to the MRC accreditation process, demonstrates the seriousness with which it takes its leadership role in the streaming audio measurement space.”
Webcast Metrics’ data collection methodology, metrics , presentation dashboard and reports were audited by an independent CPA firm and reviewed by an MRC audit committee, which led to the accreditation of Webcast Metrics by the MRC. It’s a process that has been in the works for a couple of years, begun prior to the sale of Webcast Metrics parent company AndoMedia to Triton. (Triton has recently retired the name AndoMedia.) During those two years, we’ve seen some changes in the way the numbers are reported and the introduction of some new measurement terms that are more relevant to streaming media, such as AAS (Average Active Sessions) and Session Starts which replaced more traditional radio metric terms AQH and Cume.
Webcast Metrics is the brainchild of AndoMedia’s original Founder Jordan Mendell. Back in 2004, when the company that I founded, Net Radio Sales (now Katz360), was just getting started, we were looking for a server based audience measurement solution for our network of stations. Arbitron had recently purchased and then dropped Measurecast’s server based audience measurement platform in favor of panel based measurement with comScore, and we were looking for a new solution. We had been talking with Jordan about uniform ad insertion solutions for our network and brought the idea of audience measurement to him. Eventually, Aritaur Communications, which owned Net Radio Sales, also invested in AndoMedia, and Webcast Metrics was born.
Today the service is licensed by hundreds of broadcasters and online stations, including Pandora, Clear Channel, CBSRadio, Slacker, and many others. It provides real time audience measurement that stations can use to monitor their streams and advertisers can use to plan effective use of streaming audio.
I’m delighted that the service has achieved this accreditation. It’s a meaningful step for the industry that should enable ad dollars to be spent more easily and confidently. I’m also proud of the part I played in its history, and of the fact that – one day when we were all brainstorming for a name, I came up with Webcast Metrics. May it thrive…