Lizzie Young .
Australian audio and radio networks ARN, Nine Audio, Nova Entertainment and SCA have combined to offer one trading point for advertising.
Commercial Radio & Audio has launched CRA Audio ID, a unified digital audio identifier now live and trading via Display & Video 360, Google's demand-side platform.
CRA Audio ID unifies inventory, giving access to 14.7 million monthly listeners in one workflow.
"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 CRA CEO Lizzie Young.
"Today, thanks to the support of Google, (radio ratings provider) 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."
Trading through Google's Display & Video 360 means marketers and agencies can now plan, buy and optimise digital audio alongside other media channels, with the added advantage of local scale, premium content and forthcoming targeting and measurement capabilities.
"Audio is ingrained in all of our daily lives and is a critical and rapidly transforming part of the Australian advertising mix," said Google's AUNZ head of programmatic media Christopher Eden.
"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 said the focus remains on building an audio ecosystem that's easier to access and puts marketers and agencies in control.
"With broadcast audiences remaining strong and digital listening accelerating, it's a practical and powerful example of how we're embracing digital transformation to make audio work harder," she said.
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