Adwanted UK Launches Digital Audio Trading in J-ET

Adwanted UK has introduced digital audio trading to J-ET, the UK radio industry’s central trading and accountability platform. Working in partnership with Global and Bauer, who own and operate DAX and audioXi, this update marks a new era for UK audio, bridging the gap between linear and digital trading with a unified ecosystem for advertisers and broadcasters.

The new functionality allows agencies to brief digital audio campaigns on budget and impression-based targets, and set audience and geo-location objectives, all in one place. In turn, digital audio advertising platforms can send proposals and orders in the same way they would with linear airtime bookings: providing transparency and accountability at all stages of the audio workflow.

Tom Coare, Head of Audio at OMD, says: “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.”

Bauer’s Director of Investment Charlie Yeates says: “This collaboration between broadcasters, digital platforms and Adwanted reflects the strength and unity of UK commercial audio. Ensuring advertisers can plan, buy, and measure audio holistically across every platform. This evolution isn’t just about trading efficiency. It’s about making premium digital audio more accessible to advertisers, while maintaining the trusted verification and accountability the industry expects.”

Tom Streetley, Director, Commercial DAX Audio at Global says: “For over 25 years J-ET has delivered a simple yet advanced radio buying tool. I’m incredibly excited they’re now bringing that to digital audio – meaning both linear and digital audio buys can be traded in one system. It marks a significant step forward in audio buying and it makes it easier than ever for advertisers to tap into Global’s world-class content and advanced data offering. We’re all looking forward to the increased efficiencies this will bring to audio buying; from briefing, to booking, and reporting.”

J-ET is jointly owned by the IPA and Radiocentre and operated by Adwanted UK. With digital trading now integrated with J-ET’s existing linear process, and additional developments coming next year, all audio campaigns can now be independently verified and reported on using “Revelation” for linear and “AudioLab” for digital. Digital trading is rolled-out to all J-ET subscribers today (Tuesday 11th November).