Adwanted UK, parent of The Media Leader, has launched AudioLab, a measurement solution for agencies that tracks impressions and listen-through rate on digital audio platforms, both streaming and podcast, in real time.
It is integrated with multiple digital platforms and offers a comprehensive choice of charts and filters for advanced reporting purposes.
Adwanted UK operates J-ET, the automated audio trading and accountability system, and Audiotrack, the commercial audio distribution system.
Launch partners including Dax and Octave will initially be available as reporting options and this will be expanded over time. Any digital audio platform that utilises VAST tag technology is compatible with the system.
UK agencies involved in the testing process include Hearts & Science and iProspect.
Elliot Weir, AV partner at iProspect, said: “We are happy to be in a position to beta test through AudioLab. The industry needs to join forces on measurement, trading and accountability across the audio landscape and we are in support of any businesses that are seeking to push this.”
AudioLab will also be available in international markets, with impressions being tracked globally.
Chontal Angus, head of Audiotrack and AudioLab, said: “Our driving principle is to reduce friction, unnecessary complexity and to increase efficiency and transparency in audio, and AudioLab is our latest step towards achieving this.
“Built specifically for digital audio, AudioLab works across multiple platforms and territories to provide a single source of independently validated truth, with media owner match rates consistently achieving 99%.
“This self-serve, simple tool delivers benefits for media owners, buyers and brands who want impartial accountability for their ad pounds too.”
SOURCE: TheMediaLetter