A new product called Xaxis Audio will enable advertisers to buy digital audio ads from more than 130 publishers at once.
Adverts can be bought on brands owned by Global and Bauer, plus Audioboom, Blinkbox, Jango and Rdio.
The new product will run through Turbine, Xaxis’ data management platform, allowing advertisers to reach highly targeted audiences in real-time. Part of the Xaxis Brand Suite, the product will enable brands to incorporate digital audio in their marketing campaigns alongside display, video, mobile and social.
Xaxis Audio has access to inventory from Global’s Dax, the resource for digital audio inventory and the first to provide advertisers with a single source solution for buying ads across the digital audio market.
First to launch on Xaxis Audio is Three’s ‘Feel at Home’ campaign. The campaign has been planned and created by Mindshare and will leverage Xaxis audiences at scale across Dax’s inventory. Campaigns have also been booked by MediaCom.
“Xaxis Audio extends the reach of the Xaxis Brand Suite, bolstering our existing audience capabilities across video, mobile and premium display with the ability to programmatically buy digital audio as well,” said Nicolas Bidon, managing director, Xaxis UK.
“For the first time in the UK, brands can use the insight and efficiency of our industry leading Turbine DMP to reach audiences at scale and execute highly efficient programmatic media buys across Dax’s inventory.”
Mike Gordon, chief commercial officer at Global, said: “More people than ever are listening to audio, and there’s been a big increase in people listening on digital devices. To address this, we created Dax, which provides advertisers with access to the best music streaming platforms, digital radio brands and audio social networks in one single buy. By partnering with Xaxis to create the first programmatic offering, we’re giving clients the ability to buy Dax through Xaxis’ programmatic platform.”
The partnership will launch at an industry event on April 30.