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Commercial Radio & Audio (Cra) has used its annual audio showcase event Heard to announce the launch of a unified digital audio ID.

The Cra Audio ID will simplify the way marketers buy digital audio with inventory from local broadcasters Arn, Nine, Nova and Southern Cross Austereo.

The unified digital audio ID will enable additional capabilities alongside Cra members’ existing programmatic offerings and is designed to deliver cross network campaign optimisation through improved management of reach and frequency and enhanced targeting capabilities enabling marketers to achieve greater scale and enhanced efficiency in their digital audio strategy.

Speaking at Heard, Cra CEO Lizzie Young, noted the explosive growth in audio and said the announcement was another sign of the medium’s focus on digital transformation and making the medium easy to access for brands.

“We are in the midst of a digital audio boom across the Australian market,” said Lizzie Young, CEO of Cra.

Exclusive: Filming has wrapped in western Massachusetts on indie thriller After, starring Dónall Ó Héalai (Monster), Tracy Spiridakos (Chicago P.D.), Andy Richter (Conan), Kevin Pollak (The Marvelous Mrs. Maisel), Karren Karagulian (Anora), Melia Kreiling (Emily In Paris), Ben Shenkman (Billions), Micheál Neeson (Somewhere Quiet) and Gabriella Piazza (Mission: Impossible – The Final Reckoning).

Michael Marantz (The White Rabbit) directs from his script about a man named Ethan (Ó Héalai), a retired true-crime podcaster, who is forced to dive back into danger when his sister, Emily (Piazza), mysteriously vanishes.

The project hails from Already Alive and Vagrants Originals and is produced by Krista Minto (Christmas Eve In Miller’s Point) and Dan Kennedy (Honeydew), with cinematography by Tim Sessler.

Ó Héalai stars in the recently released TG4 & BBC Ni Television series, Crá. He’s otherwise best known for his performances in Arracht (Monster) — for which he was nominated for an Irish...