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The battle lines are being drawn in commercial radio with News UK’s Wireless and Bauer Media launching Octave Audio, their joint-venture digital ad platform.

Last year, Bauer Media withdrew from Dax, rival Global's platform, to launch its alternative. Now it is lending greater scale to advertisers with the joint offering.

Content as varied as Kiss and TalkSport will leverage both publishers' first-party data as increasing spend goes into audio. Meanwhile, the industry continues to develop its attribution methods and revels from a lack of adblocking.

Dee Ford, group managing director Bauer Radio, commented: “Bauer Media has innovated in digital audio product and advertising for over a decade and continues to do so with this partnership. Octave Audio will combine the expertise of two major forces in audio bringing together the best of broadcast advertising and the advantages of digital targeting. This is what will make it stand out in the market.”

Dominic Carter, group chief commercial officer at News UK, said: “This partnership brings the strengths of Wireless and Bauer Media to a new level. It is a natural progression to bring our brands together into a space where advertisers can buy digital audio advertising in a transparent and brand-safe environment. Our aim is to continuously ensure the ecosystem for advertisers is premium and audience-driven, and we believe this new offering does just that.”

The service will launch in spring 2020, boasting News UK’s News IQ audience insights.