Beyond Downloads: Rethinking Podcast Measurement

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Jonas Woost, Co-Founder of Bumper, to explore how podcast measurement is evolving beyond traditional metrics.

Jonas shares how shifting from downloads to deeper consumption data can unlock more accurate insights, helping advertisers and publishers make smarter decisions and build stronger campaigns.

In this episode, we cover:

• Why downloads alone fall short and how consumption data provides a clearer view of performance

• Where impressions fit and what better reporting should look like for advertisers today

• Why podcast retention and ad engagement are still undervalued and under-communicated

• What’s ahead for the industry, including collaboration, video integration, and AI’s impact on creative

If you’re looking to better understand how measurement is evolving and what it means for your podcast advertising strategy, this episode offers a clear and practical perspective on where the industry is headed.

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