CRA appoints AudioNET to automate radio buying

The system will allow a media agency to view radio spots that are perfectly matched to their system

Sean Davis

Commercial Radio Australia (CRA) has announced the first step in a fully operational all-of-industry automated holdings system, appointing AudioNET as the industry partner to automate the radio buying process.

The CRA automation and programmatic committee established late in 2015 and chaired by Nova Entertainment chief executive officer Cathy O’Connor, has selected AudioNET to create automated holding software that will allow agencies to interact with all radio stations’ traffic management systems.

The committee selected a system that will fulfil the needs of all 261 CRA member stations and a technology that can integrate with pre-existing traffic and yield management systems. This automated holdings system will be the first fully operational common automated holdings system to operate across an entire media industry in Australia.

The system will allow a media agency to view radio spots that are perfectly matched to their system, as well as spots that have been changed and allow them to accept the changes or query them with the station.

The second phase of the process will investigate data segmentation. This investigation will commence in early 2017 and will review all of the rich research data already available such as GfK ratings, online and app statistics and consumer insights research. In partnership with agencies, the industry aims to identify and establish data segments that integrate the massive amount of data already collected in relation to commercial radio for use by advertisers and agencies.

The third phase will build on the achievements and feedback of the first two to develop an appropriate approach for the commercial radio industry to programmatic trading.

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