If reactions to very real privacy concerns remove our one
Evo Terra:way to track downloads, it'll wreck the podcast advertising industry.
Evo Terra:But what about everyday podcasters who don't rely on impression-based ad sales?
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Evo Terra:Hello, and welcome to another Podcast Pontifications with me, Evo Terra.
Evo Terra:We need to talk about IP addresses, but don't worry, this
Evo Terra:is not a technical conversation.
Evo Terra:You're a podcaster, not a developer.
Evo Terra:Or maybe you're both, I don't really know.
Evo Terra:But for right now, I'm talking to you as a podcaster.
Evo Terra:So as long as you can spell IP, this episode is for you.
Evo Terra:Let me explain, just for a second, I've got an analogy to
Evo Terra:explain what an IP address is.
Evo Terra:Think of an IP address as if it were a blind dog, whose job is to bark every
Evo Terra:time a new visitor comes into the shop.
Evo Terra:I know that's kind of weird, but a blind dog that barks when new people
Evo Terra:come into the shop is the best way I can think of to describe IP addresses.
Evo Terra:And this dog sits by the door, and he can hear people come in.
Evo Terra:He knows when the door is open, he can hear the footsteps around him,
Evo Terra:but he can't actually see the people.
Evo Terra:That dog is using smell, and when he recognizes a new smell
Evo Terra:of a new person he barks.
Evo Terra:Now, some people smell alike, maybe they're in the same family.
Evo Terra:So he wouldn't know to bark even though three or four come
Evo Terra:in smelling exactly the same.
Evo Terra:Or maybe they all rode together on a giant tour bus for hours on
Evo Terra:end and they all smell the same.
Evo Terra:He's only going to bark once when he smells those people.
Evo Terra:Of course, the blind counting dog gets this wrong a lot, but, at
Evo Terra:least directionally, it's right.
Evo Terra:Now, losing IP address, stick with the metaphor for a minute, would be like all
Evo Terra:of those people suddenly having no scent.
Evo Terra:That dog can still hear people when they come into the shop, but now has no way
Evo Terra:to discern whether they're going in or they're going out, or if they're from
Evo Terra:the same family, or that they're from the same bus, so all it can do is bark every
Evo Terra:time he hears a footstep go past him, and he's going to bark a lot more than he
Evo Terra:used to because he can no longer discern the differences between these people.
Evo Terra:Losing IP address in podcasting is kind of the same thing.
Evo Terra:Your podcast media hosting company will still continue to count
Evo Terra:traffic downloads, if you will.
Evo Terra:They'll even know which app made the request for your episode file,
Evo Terra:whether that's a listening app itself or a browser, maybe email, whatever.
Evo Terra:But your hosting company isn't going to know what not to count or what accesses
Evo Terra:they should group together as one thing because they've lost the IP address.
Evo Terra:We've lost that scent for our barking counting dog.
Evo Terra:Naturally, the entire podcast ad industry is rather nervous about this very real
Evo Terra:possibility of us losing IP addresses.
Evo Terra:The only way we have to measure right now, which is the IAB, the Internet
Evo Terra:Advertising Bureau's podcasting standard - that requires IP addresses
Evo Terra:to fingerprint, even though I shouldn't use the word fingerprint
Evo Terra:because that's not that identifying.
Evo Terra:But nonetheless, they reuse that IP address to filter out repeated visits,
Evo Terra:visits from the same household, all sorts of things, so they can get a
Evo Terra:much more accurate number of downloads.
Evo Terra:The IP address is critical for doing that.
Evo Terra:Just like our blind counting dog above, they get this wrong a lot, but at least
Evo Terra:it's directionally right so we know how our podcast is growing, how it's
Evo Terra:comparing to other shows in the industry.
Evo Terra:Okay, leaving the metaphor aside for now.
Evo Terra:In Sounds Profitable, the podcast ad tech newsletter, last week, Bryan
Evo Terra:posted an article called Who Wins When IP Addresses Disappear, and it paints
Evo Terra:a very dire picture of what's going to happen to the podcast ad industry, and
Evo Terra:I highly recommend that you read it.
Evo Terra:It will, of course be linked in the show notes.
Evo Terra:But what about podcasters, perhaps like you, who do not sell
Evo Terra:ads on a per-impression basis?
Evo Terra:That's the vast majority.
Evo Terra:I mean, the vast majority of podcasters, by the way, it's even me.
Evo Terra:Well, we're also reliant on IP addresses to give us those download numbers.
Evo Terra:But we don't sell those download numbers, remember that.
Evo Terra:Those download numbers we use are great, but remember, if IP addresses
Evo Terra:now suddenly lose their scent or are genericized, we're not going to have
Evo Terra:a standard way of figuring out how many people are listening or perhaps
Evo Terra:are downloading our podcast episodes.
Evo Terra:So what happens?
Evo Terra:What happens when you, and me, have no idea how many people
Evo Terra:are downloading your show?
Evo Terra:Or my show?
Evo Terra:Well, honestly, I don't really think all that much changes.
Evo Terra:Beyond the strum and drawing of which by the way is going to be extremely bad,
Evo Terra:I think podcasting will survive this.
Evo Terra:Hobbyists don't really care about accurate downloads.
Evo Terra:They just want to know if someone on the other end is listening, and,
Evo Terra:ideally, if those numbers are going up.
Evo Terra:And remember, the hosting providers will still be able to provide
Evo Terra:counts of activity just much less precise than they are today,
Evo Terra:which is already not very precise.
Evo Terra:Then the influencers, podcasters who use their podcasts as an influencer platform,
Evo Terra:I think they'll adapt really quickly.
Evo Terra:Influencers are fantastic at spinning disparate follower numbers and likes and
Evo Terra:other sorts of engagement to roll that up into an audience, a size of an audience.
Evo Terra:They can even rely on their other properties to show evidence of their
Evo Terra:efficacy of what's happening on their podcast to the brands they work with.
Evo Terra:They'll be fine.
Evo Terra:Business podcasters - sure they want people to listen to their podcasts,
Evo Terra:but they care much more about how the podcast impacts their bottom line.
Evo Terra:So assuming they're tracking things that really matter to them like
Evo Terra:meetings scheduled or other business outcomes that their podcast is
Evo Terra:set up to drive, they'll be fine.
Evo Terra:And you know what?
Evo Terra:I'm pretty confident that podcast advertising will survive this, too.
Evo Terra:If I learned one thing in my twenty-ish years of running digital
Evo Terra:advertising agencies and leading marketing teams, it's that the ad
Evo Terra:tech industry is extremely resilient.
Evo Terra:There's already talk of something called PETs, Privacy Enhancing Technologies,
Evo Terra:that will, amongst other things, allow for even more accurate tabulation of
Evo Terra:podcast access, but without, or so the theory goes, the leaky privacy issues
Evo Terra:that come native to IP addresses.
Evo Terra:Also, keep this in mind, the biggest podcast advertisers are
Evo Terra:still direct response advertisers.
Evo Terra:Those are proven effective only when someone uses coupon code
Evo Terra:or discount code at checkout.
Evo Terra:Those advertisers pay for ads on a CPM model, yes, but they're tracking
Evo Terra:on an ROAS (Return on Ad Spend), or ROI (Return on Investment).
Evo Terra:That's how they're tracking.
Evo Terra:Ad volume and impressions are just outputs, not business outcomes.
Evo Terra:So I'm confident they'll also be able to adapt.
Evo Terra:Now, let me be clear, if we lose IP addresses or if they become less
Evo Terra:reliable, which is increasingly likely, and on a long enough timescale
Evo Terra:inevitable, it'll cause massive upheaval.
Evo Terra:Livelihoods will be seriously impacted with many ruined.
Evo Terra:Lots of business' models will go belly up, and, yes, that
Evo Terra:includes some in podcasting.
Evo Terra:After that happens, I believe podcasting will be fine and will survive.
Evo Terra:One thing that might offset the impact is this concept of value for value.
Evo Terra:It's stupidly early in the process right now, but it's directionally interesting.
Evo Terra:Apps like Podfriend, Fountain, Podverse, and many more are, in
Evo Terra:fact, seeing increased revenues flowing to creators from listeners
Evo Terra:who derive value from their work.
Evo Terra:Again, it's stupidly early, and it's so complicated right now,
Evo Terra:but I'm paying attention to it.
Evo Terra:You probably should as well.
Evo Terra:So if you got a sigh of relief out of this episode, hit the boost
Evo Terra:button, if, in fact, you are using a Value4Value-enabled podcast listening app.
Evo Terra:And if you're not using one, well, you can always hit up BuyMeACoffee.com/evoterra
Evo Terra:and buy me a virtual coffee.
Evo Terra:That's it.
Evo Terra:I shall be back tomorrow with yet another Podcast Pontifications.
Evo Terra:Cheers!
Evo Terra:Podcast Pontifications is written and narrated by Evo Terra.
Evo Terra:He's on a mission to make podcasting better.
Evo Terra:Links to everything mentioned in today's episode are in the notes
Evo Terra:section of your podcast listening app.
Evo Terra:A written-to-be-read article based on today's episode is available at
Evo Terra:podcastpontifications.com where you'll also find a video version and a corrected
Evo Terra:transcript, both created by Allie Press.
Evo Terra:Podcast Pontifications is a production of Simpler Media.