EDMAs 2021

DAX unveils DAX Cross Device to give advertisers a holistic view of their campaigns

David Murphy
DAX head of data, Eleanor Marshall
DAX head of data, Eleanor Marshall

Global’s digital audio advertising platform, DAX, has unveiled DAX Cross Device, which enables advertisers to reach more people consuming digital audio on smartphones, tablets and desktops, and track the effectiveness of their campaigns. DAX said it will give brands and agencies a more holistic view of their advertising across music, podcast and digital radio streaming services.

DAX Cross Device reports the path to purchase when a listener has acted on a brand’s advertising message. In context, if a digital audio ad is heard via a smartphone and a listener later makes a purchase via a brand’s website on their desktop device, advertisers can attribute this action to their digital audio ad campaign.

The initiative was unveiled by DAX head of data, Eleanor Marshall, at its Audio Upfronts event this morning. She also used the event to reveal that DAX has updated its Listener Insight ID tool to offer advertisers a podcast measurement solution.

She said: “The need for cross device measurement is nowhere more acute than in the podcast space. Not only is it the fastest growing form of audio content but it is also the hardest to track. The majority of podcast inventory is delivered on app, while the vast majority of calls to action are browser based, meaning that post-listen behaviour tends to fall down a data black hole.

“However, our device graph means that, for the first time, we have a genuine effectiveness measurement solution for podcast advertising that is neither survey-based, nor sample-base, but based on known exposure. Listener Insight ID will therefore be available as a standalone podcast-specific product that can be deployed on pre- mid- and post-roll content, along with host read.”
DAX also unveiled an exclusive partnership with Telegraph Media Group, to help grow and monetise its podcast portfolio in the UK. The Telegraph has been running podcasts since 2005. From today, brands will have the opportunity to sponsor 18 of its podcasts, which cover a diverse range of topics, including food, fashion, football, finance, news and politics.

DAX also revealed a new partnership which sees music brand, NME onboard its online radio properties, NME Radio 1 and NME Radio 2. Finally, DAX announced that the biggest-selling compilation brand in the world, NOW Music, has now made its inventory available on the platform.

DAX offers advertisers a reach of 133m listeners worldwide, including 27m in the UK.