UK’s first cross platform digital audio measurement solution launches

AudioLab is a new cross platform tool for agencies to report on their digital audio campaigns.

It tracks impressions and listen-through-rate on digital audio platforms (both streaming and podcast) in real time. Integrating with multiple digital platforms, it is the first independent system in the UK to do so and offers a comprehensive range of charts and filters for advanced reporting purposes. 

Created by Adwanted UK, the company behind J-ET – the industry owned automated trading and accountability system since 1999 – and Audiotrack – the commercial audio distribution system in the UK – they already have a record for groundbreaking developments within the audio sector.

Chontal Angus, Head of Audiotrack & AudioLab said: “Digital Audio campaign management and accountability has often been described as the ‘Wild West.’ However, the fact that the challenges posed resemble those faced by linear audio 25 years ago is something we are best placed to address, given our long-time experience with industry trading systems, such as J-ET for UK Radio.

“Our driving principle is to reduce friction; unnecessary complexity and to increase efficiency and transparency in audio, and AudioLab is our latest step towards achieving this.

“Built specifically for Digital Audio, AudioLab works across multiple platforms and territories to provide a single source of independently validated truth, with media owner match rates consistently achieving 99%.

“This self-serve, simple tool delivers benefits for media owners, buyers and brands who want impartial accountability for their ad pounds, too.”

A number of launch partners – including DAX and Octave – will initially be available as reporting options, and this will be expanded over time, with any digital audio platform that utilises VAST tag technology being compatible with the system.

Adwanted Audio has collaborated with several UK based agencies in the testing process, including Hearts & Science and iProspect, and AudioLab will be available in international markets as well, with impressions being tracked globally.

Elliot Weir, AV partner at iProspect commented: “We are happy to be in a position to beta test through AudioLab. The industry needs to join forces on measurement, trading and accountability across the audio landscape, and we are in support of any businesses that are seeking to push this. Bringing VOD into Caria has been great for TV, we would like to see similar for radio and digital audio.”

While it has been available to a select group of media agencies so far, AudioLab officially launches today, Wednesday 24 April.