Ad-delivery firm Kiptronic has agreed to open its metrics to auditing by Nielsen, reports Mediaweek.

Kiptronic will use the SiteCensus software from Nielsen/NetRatings to verify the number of downloads the company delivers. That adds Nielsen's credibility and reputation to the accounting of download activity already being provided by Kiptronic itself.

Kiptronic founder Jonathan Cobb points to trusted metrics like the ones Nielsen can provide as key to growth of ad spend on podcasts. By giving publishers more reliable numbers will eventually lead to more sales, raising the quality of the industry as a result.