The tech creates a unique, privacy-safe ID for each listener using streaming data.
Industry body Commercial Radio & Audio (CRA) has unveiled AudioID, an audience targeting and measurement solution for digital audio advertising.
AudioID, developed with measurement partner GfK and broadcasters including Nova, SCA, ARN and Nine, will allow advertisers to plan, buy and measure campaigns across networks without duplication and with improved targeting.
“This is about removing duplication, streamlining how audio is bought, and making every dollar count,” said Michelle Golding, digital strategy director at Nova.
“We’re giving advertisers a better way to reach audiences efficiently, with measurable outcomes.”
The technology works by generating a unique, privacy safe identifier for each listener based on streaming data such as device type and content.
That ID is then attached to programmatic bid requests, allowing for better audience segmentation and more effective media planning.
Jeremy Adams, head of operations at GfK ANZ, described the collaboration as “globally unique,” saying that no other market has implemented a shared audio ID system across multiple publishers.
“We realised early on that this was an opportunity to future proof the industry,” he said.
“While other countries have made individual efforts, nowhere else have publishers come together like this to create a unified ID that simplifies advertising and measurement across an entire audio ecosystem.”
The rollout will happen in phases, beginning with live radio streaming inventory in August 2025, followed by podcasting inventory.
The final stage will introduce data enrichment, allowing advertisers to tap into broader lifestyle and behavioural data for improved audience profiling.
Kim Loasby, head of digital ad product and operations at SCA, said the enrichment phase would bring added depth to audience insights.
“It’s about understanding the whole person, not just what they listen to. But where they shop, what websites they visit, whether they have kids,” Loasby said.
“That’s where we can start shaping creative decisions and deliver more relevant advertising.”
The CRA-backed initiative is positioned as a direct counter to Spotify's continued growth in digital audio.
According to CRA, its member networks collectively reach 11.8 million Australians, approximately 2.5 times the ad-supported reach of Spotify, with four times the total listening volume.
Despite this scale, CRA said the buying process across Australian audio networks has historically been fragmented and inefficient, particularly for advertisers looking to avoid duplicated impressions and better manage frequency across platforms.
AudioID is also locally built, governed and privacy-compliant, with data ownership remaining with publishers.
The ID system will integrate directly into existing DSP workflows, requiring no major changes for media buyers.
“This is about enabling agencies to deliver better results for their clients,” said CRA CEO Lizzie Young.
“It’s the first step toward a unified, scalable future for Australian audio trading.”
The announcement comes as industry research shows sustained momentum in the audio market.
CRA’s recent census showed 60% of media agencies expect audio and podcast ad spend to grow by up to 25% in FY26.
AudioID will be available for programmatic buying across all major DSPs upon launch, with integration testing now in its final stages.
CRA has also committed to making the product available universally across platforms to maximise access to its combined inventory.
“It’s a significant step forward for the entire industry,” Adams said.
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