Adwanted UK launches digital audio trading in J-ET

Adwanted UK, The Media Leader’s parent company has announced the launch of digital trading in J-ET.  The launch marks a new era for UK audio by seamlessly bridging the gap between linear and digital trading in a unified ecosystem.

J-ET, the UK radio’s trading and accountability system, has announced the launch of digital audio trading alongside linear broadcast, in partnership with Global and Bauer which own and operate DAX and audioXI.

“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,” said Bauer’s Charlie Yeates, who sits on the Jicrit board.

“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.”

The new functionality allows agencies to brief digital audio campaigns on budget- and impression-based targets and to 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 do for linear airtime bookings, providing transparency and accountability at all stages of the audio workflow.

Commenting on the launch, Tom Coare, head of audio at OMD, said: “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.”

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.

Tom Streetley, director, commercial DAX audio at Global, said: “For over 25 years, J-ET has delivered a simple yet advanced radio buying tool. I’m incredibly excited it’s 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 the UK radio’s trading and accountability system. In 1998, the industry joined forces and formed JICRIT to collaborate on a project to connect all corners of UK radio via one system. Its aim? To streamline the buying process and provide confidence for all parties involved.

Developed and managed by Adwanted UK (then known as Mediatel), J-ET was truly revolutionary. By establishing a system trusted by all parties to simplify the buying process, J-ET introduced an automated approach to trading, booking programmatically decades before the term was in regular use.

In the years since, Adwanted has continued to upgrade the system, and the health of UK radio is a testament to J-ET’s vital role at the heart of the industry.

Sue Cullingham, audio director at Adwanted UK, commented: “For over two decades, J-ET has quietly been the backbone of UK radio trading—making it simple, trusted, and accountable for everyone involved. As digital audio takes on a greater role in our industry, we’re committed to making digital trading just as seamless and resilient.

“By building on J-ET’s legacy, we’re not only ensuring the system supports the evolving demands of audio trading, but also safeguarding the values that have made UK radio so successful: simplicity, transparency, and trust.”

Digital trading will be officially rolled out to all J-ET subscribers today (Tuesday 11^th November).

Agencies can contact J-ET to find out more about the platform via [email protected]