#10: Unified Digital Audio Buying & Measurement is Approaching

Commercial Radio & Audio (CRA) has rolled out a game-changing feature at its annual HEARD event – a unified digital audio ID that’s set to transform how advertisers buy digital audio across Australia’s big players (ARN, Nine, Nova, and Southern Cross Austereo).

The new system aims to streamline audio ad buys by offering enhanced targeting, better reach and frequency management, and overall improved efficiency for digital campaigns. As CRA CEO Lizzie Young noted during HEARD, digital audio is booming with record-high audiences, yet the ad market hasn’t quite caught up where supply exceeds demand. The unified digital audio ID is designed to bridge that gap, making the buying process smoother and unlocking superior campaign results.

In partnership with GfK and integrated with their Radio 360 audience measurement, this launch marks a significant digital transformation for audio advertising. Rolling out in June for streaming audio, the platform is set to expand into podcasting soon, promising a future where audio is as accessible as it is effective.

Further reading: https://www.adnews.com.au/news/cra-a-unified-digital-audio-id