Australian audio networks unite as CRA Audio ID goes live

Commercial Radio & Audio (CRA) has launched CRA Audio ID, a unified digital audio identifier now live and trading via Display & Video 360, Google’s demand-side platform (DSP).

CRA Audio ID unifies premium inventory across ARN, Nine Audio, Nova Entertainment and SCA, enabling marketers to plan, buy and optimise digital audio campaigns across live streaming radio and podcasting from Australia’s most popular brands – in one simplified workflow.

CRA says it will set a new standard in audio addressability at scale, allowing advertisers to manage frequency, target with precision and access high value audiences across networks, all within a privacy-safe and brand-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. 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,” said Lizzie Young, CRA CEO (pictured above).

“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.”

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 and part public audio broadcasting services.“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.”