Amp comes up in 9 chapters across 5 episodes of Podcasting 2.0, from May 2026 to August 2026, with guests John Spurlock and Mike Dell.
The hosts discuss Spotify's apparent departure from the "Amp Accords" by implementing ad-skipping features. They reflect on the death of the linear broadcasting model, noting that only broadcast radio and television were ever fully supported by advertising alone without secondary revenue like subscriptions or classifieds.
The hosts critique the AMP group's new document defining podcasts, specifically taking issue with the claim that a podcast does not require an RSS feed. They argue that the group's focus on 30-second or 60-second "play" metrics is a deceptive attempt to satisfy advertisers rather than provide accurate listener data.
Dave Jones expresses philosophical disagreement with the AMP group's use of private meetings and NDAs to develop industry standards. He argues that developing specifications in a "secret room" without community feedback kneecaps the effort and leads to mediocre ideas that the broader industry may ignore.
The hosts discuss the success of the AMP group's mission to shift industry focus from 60-second downloads to 30-second plays. They cite Podnews data showing Apple "plays" significantly outnumbering "downloads," which benefits advertisers and publishers by increasing reported engagement metrics.
The group analyzes new measurement guidelines ratified by the AMP (Audio Measurement for Podcasts) group, led by Oxford Road. They criticize the group's decision to meet in secret and discuss the specific definitions for "plays" (30 seconds of content) and "ad impressions" that the 12-member committee established.
The hosts compare the secretive AMP group to the transparent, public discussions regarding HTTP signing on GitHub. They also recall Google's "AMP" project for websites, which was eventually abandoned, leading to skepticism about the longevity of the new podcasting AMP initiative.
The conversation revisits an old proposal called "Podcast Events" and debates the merits of a centralized clearinghouse for data. While Dave Jones is generally "allergic" to centralization, the group discusses whether a "Giga AMP" collective is necessary to compete with established industry powers.
Alliance for Measurement in Podcasting and Secret Industry Meetings
The Alliance for Measurement in Podcasting (AMP) emerged from a secret working group to address standardized metrics in the industry. Members include Spotify, SiriusXM, DraftKings, and United Talent Agency, led by Dan Granger of Oxford Road. The hosts criticize the group for excluding independent app developers and focusing solely on high-level advertising budgets rather than the broader podcasting ecosystem.
The AMP Accords outline three primary goals: standardizing impression metrics, developing cross-platform performance measurements, and agreeing on a universal classification for the industry. Critics argue that achieving consistent attribution across open RSS and closed platforms is technically impossible without forced logins and first-party data. The group aims to unlock a billion dollars in advertising demand currently sitting on the sidelines.
