Dax 375

DAX, the digital audio advertising platform owned by the U.K. broadcaster Global, unveiled a new client feature called the DAX Cross Device. It will enable advertisers to reach more people who consume audio on smartphones, tablets and desktop computers, DAX says, and track the effectiveness of their ad campaigns.

The new feature was presented during the company’s recent Audio Upfront presentation, where DAX also announced a number of new publisher deals. According to MobileMarketing, the DAX Cross Device “reports the path to purchase when a listener has acted on a brand’s advertising message.” For instance, if a consumer hears an ad on a mobile device and then later makes a purchase of the product using a desktop computer, using the DAX Cross Device feature, that action will be attributed to the digital audio campaign.

“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,” Head of Data Eleanor Marshall said at the upfront event. “The majority of podcast inventory is delivered on app, while the vast majority of calls to action are browser based, meaning that post-listen behavior tends to fall down a data black hole.”

Using DAX Cross Device, Marshall says “for the first time, we have a genuine effectiveness measurement solution for podcast advertising that is neither survey-based, nor sample-based, but based on known exposure.”

At its Audio Upfront, DAX announced an exclusive partnership with Telegraph Music Group, for its U.K. podcast portfolio. The company has also entered into a partnership with NME for its NME Radio 1 and NME Radio 2 and with NOW Music.