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Global enhances DOOH network

Radio group, Global, has recently been working to develop its out-of-home (OOH) division, Global Outdoor, by acquiring Exterion Media, Primesight and Outdoor Plus.

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Global has integrated its OOH network with its digital advertisement buying platform

The firm has now integrated its outdoor digital advertising portfolio with its own digital audio advertisement buying platform, DAX.

From February, advertisers will be able to purchase screen space through demand-side platforms (DSP) using DAX – which has now rebranded from the Digital Audio Exchange to the Digital Ad Exchange.

Ollie Deane, director of Commercial Digital at Global, comments: “We launched DAX back in 2014 to enable advertisers to reach their audience while they listen to the world’s most loved audio content. 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.

When we entered the outdoor advertising market, we saw a sector which was full of exciting potential and also one that was in need of further investment and innovation

“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.”

DAX will sell DOOH media from 964 sites across the UK on its platform and will also add inventories from additional OOH media owners, Admedia, Elonex and All City Media Solutions.

Mike Gordon, chief commercial officer at Global adds: “When we entered the outdoor advertising market, we saw a sector which was full of exciting potential and also one that was in need of further investment and innovation.

“By uniting our business, Global is able to help brands harness the power of outdoor alongside other digital channels such as digital audio, helping them to create more moments that matter.”



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