Commercial Radio & Audio (CRA) has switched on CRA Audio ID, a new unified digital audio identifier now live and trading through Google’s Display & Video 360, giving marketers direct access to 14.7 million monthly listeners in one place.
The solution consolidates inventory from ARN, Nine Radio, Nova Entertainment and Southern Cross Austereo.
CRA Audio ID is designed to simplify planning, buying and optimisation across streaming radio and podcasting, offering marketers the ability to manage frequency, target with precision and tap high value local audiences at scale.
CRA CEO Lizzie Young said the launch delivers on CRA’s earlier promise to make buying digital audio “easier, smarter and more effective”.
The premise is simple: When a listener streams content, the system captures privacy safe data about the device and the session, then assigns a unique audio ID that recognises that user across participating networks.
When an ad call is made, that ID is included in the bid request, giving advertisers sharper targeting, cleaner frequency management and consistent measurement across publishers.
The result is digital audio without the duplication or guesswork.
Young noted that the collaboration with Google, GfK and network partners delivers “a future-fit solution that transparently provides scale, precision and accountability alongside unparalleled access to premium, locally produced content”.
Integrated into DV360
The integration with Display & Video 360 allows agencies and brands to plan and trade digital audio alongside other media channels, supported by enhanced addressability and upcoming measurement tools.
“Marketers can activate campaigns across Australia’s biggest and most loved audio environments in a frictionless, privacy-safe way,” Young said.
Google AUNZ head of programmatic media Christopher Eden said audio continues to transform as part of the wider ad mix. He added that the partnership lets customers “take full advantage of the programmatic audio opportunity with enhanced signals, addressability and a seamless workflow”.
Young said CRA remains focused on building an ecosystem that is easier to access and puts marketers in control across broadcast and digital.
“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.