Adwanted UK has launched digital audio trading within J-ET, marking a new era for the UK radio and audio industry by linking linear and digital trading in one platform.
The development, supported by Global and Bauer, will allow agencies to brief digital audio campaigns based on budgets, impressions, audience, and location targets while maintaining transparency across the full buying process. Both DAX and audioXI platforms are part of the new integration.
Bauer’s Charlie Yeates, who sits on the JICRIT board, said the collaboration “reflects the strength and unity of UK commercial audio” and “ensures advertisers can plan, buy, and measure audio holistically across every platform.”
Tom Coare, Head of Audio at OMD, added: “We’re really excited about this launch which will enable us to trade digital audio in the same safe and accountable environment as spot radio, improving buying efficiencies and providing easy access to granular campaign data for our clients.”
Global’s Director of Commercial DAX Audio, Tom Streetley, described the move as “a significant step forward in audio buying,” adding that it will make it easier than ever for advertisers to trade both linear and digital audio in one system.
Adwanted UK’s Audio Director Sue Cullingham said: “For over two decades, J-ET has quietly been the backbone of UK radio trading making it simple, trusted, and accountable. As digital audio takes on a greater role, we’re ensuring J-ET continues to support the evolving demands of the industry.”
Digital audio trading officially rolls out to all J-ET subscribers today (11 November). Agencies can contact J-ET to find out more about the platform via audio@uk.adwanted.com or 020 7836 0321.
