About the product

J-ET was UK media’s first automated trading platform and now handles 95% of all national radio advertising. Jointly owned in the UK by The Radiocentre (the industry body for commercial radio in the UK), representing the station owners, and the IPA, representing media agencies, and operated impartially by Adwanted. Being industry owned but operated by an independent supplier ensures J-ET services the needs of both the buyers and sellers of audio campaigns.

Since its introduction, J-ET has reduced the amount of time spent planning, buying, and reconciling radio campaigns by around a third, for a trading cost of just 0.25%. The efficiencies it brings to buying and reconciling radio campaigns is estimated to account for an increase of 5% - 10% each year in commercial radio revenue.


J-ET handles all phases of the trading process from planning and briefing by the media agency, through to sales house proposals, negotiations and booking, with copy instructions and audio delivery (via J-ET’s sister company – Audiotrack), to reconciliation, which includes full reporting of what was booked against what was delivered against the campaign audience.

J-ET pulls together briefs, proposals, orders, and post-campaign information in one interface connecting with agency and owner subsidiary systems. A JICRIT campaign number (JCN) runs through the entire process allowing over 120 system integrations (across optimisation, finance, planning, scheduling, order management, CRM, trafficking) with 40+ API methods across 60+ companies.

The RAJAR audience API that powers J-ET, enabling users to measure their plans, bookings and delivered campaigns by the UK radio industry’s gold standard audience measurement, is able to:

  • Process over 1 million reach & frequency requests an hour
  • Validate over 6 million planned and booked spots, against more than 150 demographics
  • Reconcile 200,000 transmitted spots against 28 million audience listening events
  • Provide analysis across 5000+ campaigns

J-ET’s remit is to be accessible to all media owners, regardless of size and technical capability. J-ET has fully adaptable workflows to meet the requirements of any market and bespoke customisations for specific media owner requirements. J-ET has over a thousand users from both large and small media agencies, and broadcasters, consisting of planners and sales executives, as well as finance, senior management, scheduling and econometric teams. Media buying agencies and Media Owners have different views in J-ET, but the purpose is the same, to ensure data is exchanged in a secure environment.

Main characteristics

Product categoryInventory/yield management tools
Inventory/yield optimization tools
Order management systems (OMSs)
Supply-side platforms (SSPs)
Log-on and user consent solutions, identity graph components
Data management platforms (DMPs) and customer data platforms (CDPs)
Ad sales and booking portals for clients, demand-side platforms (DSPs)
Automation of sales, programmatic
Private marketplaces (PMPs), open exchanges
User experience personalization and optimization tools, content discovery and recommendation solutions
Creatives management tools
Reporting and analytics solutions
Attribution tools
Media assetsRadio
Online audio
Simulcast radio streams
Delivery methodsLinear broadcast
Browser access
Target usersSales houses/commercial branches of broadcasters (sales)
Channels/stations (programming)
Data sourcesBroadcaster first-party data
Third-party data from independent data vendors and other partners

Clients’ testimonials

“J-ET has quietly underpinned radio trading and post campaign accountability for over 20 years and is constantly evolving to match user requirements on both the trading and buying side. The latest development is J-EX (J-ET Electronic Xchange) which can deliver proposals to planners and buyers within minutes of an agency brief being sent to the media owner. The average turnaround from brief to proposal has been reduced from hours to minutes with no human intervention required delivering the same levels of accountability as briefs delivered manually. J-ET constantly strives to make radio trading as simple and efficient as it can possibly be.”

--- Radiocentre

“It hasn’t been recognised as much as it should have been as to how pioneering J-ET was and how it revolutionised radio.”

--- Bauer Media Group

“It’s easy to forget how J-ET has transformed the way we do business, and even now is held up to be an exemplary system compared to anything available to other channels.” 

--- Omnicom Media Group

Additional resources

Example J-ET workflow for the UK. Workflows are fully customisable for other markets.