JACK FM is to become the first local radio station in the UK to stream advertising targeted for individual listeners on the Internet.

Hamish Law, of Jack FM, said the technology used by the Oxford-based station would rely on ‘cookies’ — data stored on the Internet browsers of people who access the radio online through their PC or smartphone.

He said: “It means that we can target people who live in Bicester, for example, or a particular demographic. Later on we will have software which will allow people to register their interests.”

General manager Ian Walker said: “The ability to replace ads enables us to deliver a more personalised experience to each and every listener.”

The new technology will also be used in Jack FM 2, which took over from Glide FM on the 107.9 frequency last year. Jack FM is a branded format owned by Canadian company SparkNet Communications.