Soundcloud partners with Global for advertising

Global’s DAX service is being used by Soundcloud to introduce adverts to the new SoundCloud Go platform.

DAX, the Digital Audio Exchange, gives advertisers a single buying point across 180 digital audio platforms including Global and Bauer radio stations.

SoundCloud has also hired former Capital FM’er David Couch as Head of Sales who’ll take responsibility for managing brand partnerships and ad sales across the UK and Ireland, and for appointing and managing the growing UK sales team

From today, SoundCloud’s free service will be supported by audio advertising, mobile interstitials, promoted tracks, creator partnerships and more. As SoundCloud’s UK advertising partner, Dax will take responsibility for interstitials, as well as the audio ads that listeners will hear when listening to content from creators who participate in the SoundCloud monetisation programme.

The first brand advertisers are named as Squarespace and TuneCore.

SoundCloud has hosted advertising in the US since the launch of its monetisation program in August 2014.

Mike Gordon, chief commercial officer at Global said, “Dax is growing at a phenomenal rate to keep pace with the demand in the market. As more and more people spend time listening to digital audio, many advertisers have been quick to recognise the opportunity to reach these highly engaged audiences. We targeted SoundCloud as an ideal partner we wanted to work with right at the beginning when we were developing the Dax platform. This is a huge milestone and a great testament to the success of Dax that the biggest audio streaming platform in the world is now a partner.”

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