Bauer leaves Global's DAX for own audio ad platform

Tyrone Stewart

Bauer Media InStreamBauer Media, a digital radio, audio, and magazine business, is relaunching its digital audio advertising platform, removing its inventory from rival Global’s DAX digital ad exchange in the process.

Bauer InStream will provide advertisers with the only way to reach audiences through Bauer’s digital audio portfolio, which includes brands such as Kiss, Magic Radio, Absolute Radio, and Scala Radio. Advertisers will also have access to audio products from Bauer’s publishing brands including Empire and Grazia.

Advertisers will be able to buy Bauer digital audio advertising by brand through Bauer Adventure creative and branded-content campaigns, and by audience via Bauer Audience Hunter – which enables advertisers to target listeners across connected live radio, on-demand catch-up shows, and podcasts.

“At a time when two-thirds of top UK brands report experiencing brand safety issues, digital audio advertising is currently primarily bought via anonymous third-party exchanges. By taking control of our own digital audio advertising inventory, Bauer InStream can uniquely and consistently offer advertisers trusted and transparent access to our network of radio and publishing brands coupled with valuable and identifiable audience,” said Abby Carvosso, group managing director for Bauer Media Advertising.

“Bauer InStream will be the only digital audio advertising platform to provide complete transparency around ad placement in a high-quality brand-safe context.”

[Update] A Global spokesperson responded to Bauer's claims with the following:

“DAX is the UK’s largest transparent digital audio advertising platform and is the first digital audio platform to hold JICWEBS certification for its brand safety standards and ad fraud processes.

“Today, DAX has 224 publisher brands in the UK, USA and Canada, including over 26 publishers in the UK alone, across radio, music streaming and podcast platforms.

“DAX continues to expand its premium publisher portfolio, with inventory on the platform having grown 44 per cent year on year. This has been driven by partnerships with major media owners such as Sky and ITV in the podcast market, with Wireless in the radio market, and by substantial growth from both SoundCloud and Global’s own brands.”