A unified audio ad analysis tool promises a greater level of accuracy than commonly-used techniques, with some “match rates” rated as highly as 100%.

For the first time, combined digital audio campaign analysis has been made possible, according to findings revealed by AudioLab, an audio-specific global measurement tool.

Dentsu agency iProspect used the Adwanted AudioLab tool in beta testing to monitor and analyse ongoing digital audio for a UK campaign running for a well-known UK scratchcard brand.

Elliot Weir, AV partner at iProspect told The Media Leader: “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. Bringing VOD into Caria has been great for TV, we would like to see similar for radio and digital audio.”

The AudioLab dashboard reveals share of impressions by platform, daypart, day and device, and listen through rate (LTR) by day or week and daypart.

AudioLab uses the IAB’s recommended framework and video ad-serving technology (VAST), the same as the ad servers used by Global’s Digital Ad Exchange (DAX), Octave, Acast and other digital publishers, which leads to better impression match rates. For instance, match rates are consistently 99-100% with DAX.

Currently, buyers rely on tools built for monitoring online impressions including Google’s Campaign Manager (CM360) to also monitor impressions from digital audio inventory. This often results in a mismatch between metrics on the buy side with those supplied by publishers.

Using this current process, buyers receive impression delivery reports in different formats from individual publishers at different times, which then have to be standardised and collated into a combined delivery report to present campaign information to clients.

The AudioLab tool provides combined analysis that is independently verified by an impartial, trusted provider.

Audiotrack, AudioLab are products provided by Adwanted UK.