Adwanted UK has unveiled digital audio trading within the J-ET system, marking a major evolution in how advertisers plan and buy audio campaigns.
For the first time, linear and digital audio trading are connected through a single, transparent platform — streamlining the buying process, enhancing data visibility, and empowering advertisers to reach listeners more effectively across multiple channels.
For over two decades, J-ET has quietly powered the UK’s radio trading ecosystem. The platform, co-owned by Adwanted UK and supported by major industry players, has long been the go-to system for linear radio ad buying, known for its accountability, simplicity, and trustworthiness.
Now, the platform takes a significant step forward. With digital audio trading fully integrated, J-ET ensures advertisers can manage and measure audio campaigns holistically — from traditional radio spots to streaming and podcast environments.
The development of this integration was backed by two of the UK’s largest audio networks — Global and Bauer Media — both of which have been instrumental in modernizing how digital audio is traded.
Charlie Yeates, Commercial Trading Director at Bauer and JICRIT board member, highlighted the strategic importance of this development:
“This collaboration reflects the strength and unity of UK commercial audio. It ensures advertisers can plan, buy, and measure audio holistically across every platform — linear, digital, and everything in between.”
The integration allows media agencies to brief, book, and manage digital audio campaigns using the same familiar interface they use for traditional radio.
Key features include:
Tom Coare, Head of Audio at OMD UK, emphasized the operational benefits for agencies and brands:
“We’re really excited about this launch. It allows us to trade digital audio in the same safe and accountable environment as spot radio — improving buying efficiencies and providing our clients with easy access to granular campaign data.”
Digital audio — from streaming music to podcasts and smart speaker content — has rapidly become a mainstay in brand communication strategies.
Industry data shows:
By combining digital and linear buying under one roof, J-ET’s new integration provides agencies and advertisers with unprecedented reach and accountability in a fragmented media landscape.
“This is a significant step forward in audio buying. Advertisers can now trade both linear and digital audio in one unified system, making the process easier, faster, and more transparent than ever before.”
“For over two decades, J-ET has quietly been the backbone of UK radio trading — making it simple, trusted, and accountable. As digital audio takes on a greater role, we’re ensuring J-ET continues to evolve to meet the changing demands of the industry.”
Cullingham added that this evolution was built to future-proof the platform, ensuring it remains central to the UK’s advertising infrastructure as listening habits evolve.
With this update, agencies can now execute cross-channel audio strategies without switching platforms — saving time and reducing fragmentation.
Benefits include:
The integration of digital audio within J-ET is not just a technical upgrade — it represents a philosophical shift in how the UK approaches audio advertising.
It reflects three key trends shaping the future of the medium:
As audio consumption continues to surge, the ability to manage every format — from FM to podcasts to streaming — within one environment will be invaluable to agencies and brands alike.
The digital audio trading feature officially launches for all J-ET subscribers starting 11 November 2025.
Interested agencies or advertisers can learn more or request onboarding by contacting:
📧 [email protected]
📞 020 7836 0321
For more details, visit the official Adwanted UK or J-ET websites.
The integration of digital audio trading within J-ET is more than a technical enhancement — it’s a strategic milestone that unites the radio and streaming worlds under one transparent, accountable framework.
Backed by Bauer, Global, and Adwanted UK, this innovation places Britain’s audio industry at the forefront of global advertising technology, setting a new benchmark for cross-platform media trading.
As audio continues its renaissance — from smart speakers to podcasts to live radio — the industry’s next chapter will be data-driven, integrated, and listener-first.
