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Analytics

Podtrac

Analytics

Podtrac is a United States podcast measurement and analytics service that counts downloads and audience reach using a prefix redirect and an optional measurement pixel.

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Overview

What does Podtrac do?

What Podtrac is

Podtrac is a podcast analytics and measurement company based in the United States. It is one of the longest running download measurement services for podcasts and reports audience size, unique downloads, geography and device categories. Publishers add Podtrac so they can compare the reach of their shows using a consistent methodology.

How Podtrac measures your audience

Podtrac places a prefix in front of the audio file URL so that every download request first passes through Podtrac servers before the media is delivered. From that request it reads the IP address, the user agent and the time of the download to count and deduplicate listens. An optional measurement pixel can be added to a website to estimate the size of the audience that visits the show page.

Cookies and identifiers

The core prefix measurement is cookieless because it works at the level of the download request rather than the browser. The optional website pixel can read or set identifiers in the browser, which is the part that triggers the consent rules under art. 5(3) of the ePrivacy Directive. Where you only use the prefix redirect, no information is stored on or read from the listener device.

International data transfers

Podtrac processes measurement data on infrastructure located in the United States, so download requests from European listeners leave the EEA. A transfer mechanism is required, either the EU US Data Privacy Framework where Podtrac maintains a certification, or Standard Contractual Clauses backed by supplementary measures. The main personal data involved is the listener IP address and user agent.

Using Podtrac in a compliant way

Treat the listener IP address as personal data, document Podtrac in your records of processing and name it in your privacy notice. If you deploy the website measurement pixel, request consent before it loads and offer a clear way to refuse. For the prefix redirect, rely on legitimate interest only after a balancing test and keep retention of raw logs short.

Compliance

Podtrac and the GDPR

Podtrac is classified as “Analytics”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.

Legal basis
Consent (art. 6(1)(a) GDPR) for audience analytics that read or store identifiers on the device; legitimate interest (art. 6(1)(f) GDPR) may apply to aggregate download measurement where the IP address is shortened and used only for deduplication and geolocation.
Risk level
medium
Applicable regulations
GDPR, ePrivacy Directive (art. 5(3)), EU US Data Privacy Framework

Impact assessment (DPIA)

Document the collection of listener IP addresses and user agents, the United States transfer and the retention period for raw logs. Assess whether aggregate measurement can rely on legitimate interest and whether the website pixel requires consent. A full DPIA is not usually required for aggregate podcast measurement, but record the balancing test.

Sample text for your banner

We use Podtrac to measure how our podcast is downloaded and to understand our audience. Podtrac processes your IP address and device information in the United States. Do you agree to this measurement?
Cookies and trackers

What Podtrac sets and contacts

Tracking method
Server side prefix redirect and optional measurement pixel
Server location
United States
Cookieless mode available
Yes
Data transferred outside the EU
Measurement data, including the listener IP address and user agent, is processed on Podtrac infrastructure in the United States. Transfers from the EEA rely on the EU US Data Privacy Framework where Podtrac is certified, or on Standard Contractual Clauses together with supplementary technical measures.

Third-party domains contacted (3)

  • podtrac.com
  • dts.podtrac.com
  • analytics.podtrac.com
Questions

Frequently asked questions about Podtrac

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What data does Podtrac collect?

Podtrac collects the information contained in each download request, mainly the listener IP address, the user agent string and the time of the request. It uses these to count unique downloads, remove duplicates and estimate the listener location and device type. The optional website pixel may also collect browser level identifiers.

Does Podtrac use cookies?

The standard prefix measurement does not use cookies because it operates on the download request rather than the browser. The optional website analytics pixel can read or set identifiers in the browser, which would bring it within the scope of the ePrivacy consent rules. If you only use the prefix redirect, no cookies are involved.

Where does Podtrac store data?

Podtrac is a United States company and processes measurement data on infrastructure in the United States. For European publishers this means listener data is transferred outside the EEA. You should rely on the EU US Data Privacy Framework or Standard Contractual Clauses to cover that transfer.

Is consent required to use Podtrac?

Consent is required when you use the optional website pixel that reads or stores identifiers on the device, because that activity falls under art. 5(3) of the ePrivacy Directive. The prefix redirect, which only reads the IP address from the download request, can in some cases rely on legitimate interest after a balancing test. The safest approach is to disclose the measurement and gather consent where any identifier is read from the device.

What is the legal basis for Podtrac?

For the website pixel the legal basis is consent under art. 6(1)(a) GDPR. For aggregate download measurement you may be able to rely on legitimate interest under art. 6(1)(f) GDPR, provided the IP address is shortened or used only for deduplication and geolocation. Document whichever basis you choose.

Is Podtrac GDPR compliant?

Podtrac can be used in a GDPR compliant way, but compliance depends on how you configure it. You need a processor agreement under art. 28, a valid transfer mechanism for the United States and, where the website pixel is used, prior consent. Aggregate download measurement with shortened IP addresses carries lower risk.

Can I use Podtrac without cookies?

Yes. The prefix redirect measurement is cookieless and is the default way Podtrac counts downloads. If you avoid the optional website pixel, no information is stored on or read from the listener browser and the ePrivacy consent obligation for storage does not apply, although the IP address is still personal data.

How do I make Podtrac compliant on my site?

Name Podtrac in your privacy notice and records of processing, sign the processor terms and confirm the United States transfer mechanism. If you use the website pixel, load it only after consent through your consent banner. Keep raw measurement logs for a short period and prefer aggregate reporting.

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