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Australia’s Commercial Radio & Audio says it has launched CRA Audio ID, a unified digital audio identifier now live and trading through Display & Video 360, Google’s demand-side platform. According to CRA, the tool gives marketers access to 14.7 million monthly listeners, which the organization claims delivers more scale than both BVOD and ad-supported Spotify.
CRA says the system brings together inventory across ARN, Nine Audio, Nova Entertainment and Southern Cross Austereo. It allows marketers to plan, buy and optimize digital audio campaigns across live streaming radio and podcasting from major Australian networks in a single workflow.
The organization says CRA Audio ID sets a new standard in audio addressability at scale. According to CRA, advertisers can manage frequency, target with more precision, and reach high-value audiences across participating networks in a privacy-safe environment.
“When we first announced CRA Audio ID at Heard earlier this year, our goal was clear: to make buying digital audio easier, smarter and more effective,” said Lizzie Young, CRA CEO. “Today, thanks to the support of Google, GfK and our network partners, that’s a reality. Together, we’ve moved quickly to deliver a future-fit solution that transparently provides scale, precision and accountability alongside unparalleled access to premium, locally produced content.”
Consolidating audio audiences
CRA says the platform consolidates Australian audio audiences into one solution, giving advertisers a stronger opportunity to drive effectiveness. “CRA Audio ID is now live and available to trade through Display & Video 360, meaning marketers can activate campaigns across Australia’s biggest and most loved audio environments in a frictionless, privacy-safe way,” continued Young.
Google’s AUNZ head of programmatic media, Christopher Eden, said, “Audio is ingrained in all of our daily lives and is a critical and rapidly transforming part of the Australian advertising mix. We also collaborate with the broader digital audio ecosystem to grow the total market and provide services to the public. We’re proud to launch the Audio ID integration in collaboration with local industry partners at CRA. Unified alongside other major channels, the integration in Display & Video 360 will enable our customers to take full advantage of the programmatic audio opportunity with enhanced signals, addressability and a seamless workflow.”
Young added, “With broadcast audiences remaining strong and digital listening accelerating, our focus remains on building an audio ecosystem that’s easier to access and puts marketers and agencies in control. It’s a practical and powerful example of how we’re embracing digital transformation to make audio work harder.”
You can watch an explainer video here.
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