Global's strategic acquisition makes DAX the world's biggest audio advertiser

Media and entertainment group, Global, has acquired US-based digital audio ad sales company, AudioHQ.

This has given Global an ad sales and ad tech footprint in the US and has made DAX the largest digital audio advertising platform in the world.

Global is said to now have offices across the US in locations including New York, Los Angeles and Chicago as AudioHQ, which has grown 330 per cent in the past two years, is rebranded to DAX.

Stephen Miron, Global’s group CEO, said: “We launched DAX in the UK in 2014 to offer advertisers a simple way to reach the growing number of people consuming digital audio.

“In the past three years, demand from advertisers has intensified as the audience has grown and we’ve continued to innovate to keep DAX ahead of the market. A natural next step for us was to take DAX to the US.

“AudioHQ is a very impressive business with strong client and publisher relationships and a really great team. DAX has revolutionised the digital audio advertising market in the UK, and we’re confident it will be a huge success in the US. For Global, this acquisition is a significant milestone.”

In 2016 AudioHQ partnered with Laurence Fishburne and Larenz Tate to produce scripted audio drama, Bronzeville, which was distributed through Apple, Google Play, SoundCloud, Radio One (US), TuneIn, Spotify and other platforms.

This move brings an audience of 130m to DAX, which gives advertisers access to a total of 160m people worldwide, and brings the world’s most sophisticated digital audio advertising platform to the US.

Matt Cutair, AudioHQ CEO and co-founder, will run DAX in the US with chief revenue officer and co-founder Jeff McCarthy. Cutair and McCarthy retain a stake in the business, and all AudioHQ team members will join the DAX team.

Cutair said: “DAX has been blazing a trail in Europe, with Global introducing a whole suite of market-leading technical capabilities.

“These include everything from ‘Listener Insight ID’, which allows advertisers to measure and track the impact of their campaigns, to audience targeting, programmatic capabilities and creative production.

“Being able to tap into all that innovation is fantastic news for US advertisers and publishers. I’m looking forward to leading the business in the US, and working with the Global team.”

In Europe, Global is opening offices in France and Germany from November. DAX will operate from new locations in Paris and Hamburg, led by David Cooper, Global’s head of DAX sales (EU).