Adwanted UK Rolls Out Audio Measurement Service

Adwanted UK has launched AudioLab, a solution offering real-time tracking and measurement of impressions and listen-through rate on digital audio platforms, including streaming and podcast.

US- and France-focused company Adwanted acquired British firm Mediatel in 2021 and changed its name two years later to Adwanted UK. The UK company is itself the parent of online publication www.the-media-leader.com as well as automated audio trading and accountability system J-ET, and commercial audio distribution system Audiotrack.

The new AudioLab is integrated with multiple digital platforms and offers a full range of charts and filters as reporting options, including launch partners Dax and Octave. Any digital audio platform using VAST tag technology is compatible with the system, and the system will track impressions globally and be available in overseas markets.

British-based agencies including Hearts & Science and iProspect have been helping Adwanted to test the new system.

Chontal Angus (pictured), who is Head of Audiotrack and now also of AudioLab, comments: '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, it 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'.

Web site: www.adwantedaudiolab.com .