Pioneer music streaming service Deezer, based in Paris, has chosen digital audio advertising exchange DAX to handle U.S. audio advertising sales. The arrangement is exclusive in the U.S.
DAX is a subsidiary of UK-based media and entertainment network Global. Global made the acquisition in October, 2017, acquiring the then-named AudioHQ (RAIN coverage HERE). A year later Global acquired audio streaming solutions specialist leadStream, and rebranded it DAX Canada, elevating DAX’s global profile.
In early 2020, DAX’s profile shifted from an audio exchange to an advertising exchange, via a change of its unabbreviated company name from Digital Audio Exchange to Digital AdExchange. [RAIN HERE]
Deezer has been in the news recently, mainly for its active royalty negotiations and eventual agreements with record labels. Last year a new agreement in Deezer’s royalty agreement with UMG, the world’s largest music ownership company, raising hackles among music distributors that serve independent artists. [RAIN HERE]
Getting back to the Deezer/DAX arrangement, we are given two key quotes:
Mazen Abdallah, VP of Brand Partnerships & Advertising Sales at Deezer said: “Our partnership with DAX in the United States is an important step for us, creating new possibilities to deliver value to advertisers in the US, who now will be able to share their messages with a diverse audience of music fans. With this milestone we aim to elevate our presence in the US and we’re looking forward to collaborating with DAX and their network of advertisers.”
Brian Conlan, President of DAX United States, added: “Following a successful partnership with Deezer in the UK, we’re looking forward to extending that success in the United States. Deezer’s incredible music experience catalogue is joining many other premium publishers on DAX, boosting our ability to offer advertisers engaging content, with precision targeting and measurement for their audio ad campaigns.”