DAX this month announced that it will enter the DOOH from February, 2020. DAX exchange will have digital out of home available, together with audio, and advertisers will be able to buy it via DSPs, including The Trade Desk, Vistar Media, Mediamath, and Hivestack.
DAX is being rebranded from Digital Audio Exchange to Digital Ad Exchange. DAX represents today 238 publisher brands within the audio sector – including ITV, Sky and Telegraph Media Group. According to Global, DAX’s parent company, Admedia, Elonex and All City Media Solutions, have signed up as digital outdoor inventory partners on DAX.
Global first entered the outdoor advertising market in late 2018, adding 235,000 screens across its portfolio.
Global says this move brings together Global’s significant outdoor portfolio alongside its market radio, and advertisers will be able to integrate their programmatic audio and outdoor buying in areas such as geo location targeting.
“We launched DAX back in 2014 to enable advertisers to reach their audience while they listen to the world’s most loved audio content. It’s 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,” said Ollie Deane, Director of Commercial Digital at Global.