Global’s DAX to be renamed with launch of digital outdoor service in February

UK-based media company Global announced that its DAX digital audio division will be made available to digital outdoor advertisers. The addition will allow advertisers to buy digital outdoor campaigns from demand side platforms. DAX’s DSP launch partners include The Trade Desk, Vistar Media, Mediamath, and Hivestack. It will also have inventory from third-party outdoor media operations including Admedia, Elonex, and All City Media Solutions. This new service will launch in February 2020.

DAX will be rebranded from the Digital Audio Exchange to the Digital Ad Exchange with this change in its scope.

“We launched DAX back in 2014 to enable advertisers to reach their audience while they listen to the world’s most loved audio content,” said Ollie Deane, Global’s director of commercial digital. “Its growth since then has been down to advertisers using a variety of data sets and programmatic technology to accurately target audiences and measure the outcome. Today we’re announcing that we’re bringing this innovation to digital outdoor. Our launch product will enable advertisers to buy through their DSP and we will introduce new and unique targeting and measurement products as the platform grows.”

Anna Washenko