Bauer drops Global’s DAX in favour of own platform

Bauer Media is relaunching its own digital audio advertising platform and removing its inventory from Global’s DAX service.

Bauer InStream will be the only way for advertisers to reach Bauer’s expanded digital audio portfolio going forward, such as Absolute, Kiss, Magic and Scala.

Commenting on this development, Abby Carvosso Group Managing Director Bauer Media Advertising, said: “By taking control of our own digital audio advertising inventory, Bauer InStream can uniquely and consistently offer advertisers trusted and transparent access to our network of radio and publishing brands coupled with valuable and identifiable audiences.

“Bauer InStream will be the only digital audio advertising platform to provide complete transparency around ad placement in a high-quality brand-safe context.”

Through Bauer InStream, advertisers will be able to buy Bauer digital audio advertising in two ways; by brand through Bauer Adventure creative and branded-content campaigns, and by audience using Bauer Audience Hunter which identifies listeners across all Bauer brands’ digital audio products including connected live radio, on-demand catch-up shows and podcasts.

Global has offered a small number of brands from Bauer to clients since DAX launched five years ago. In reaction to this move, Global told RadioToday: “DAX is the UK’s largest transparent digital audio advertising platform and is the first digital audio platform to hold JICWEBS certification for its brand safety standards and ad fraud processes.

“Today, DAX has 224 publisher brands in the UK, USA and Canada, including over 26 publishers in the UK alone, across radio, music streaming and podcast platforms.

“DAX continues to expand its premium publisher portfolio, with inventory on the platform having grown 44% year on year. This has been driven by partnerships with major media owners such as Sky and ITV in the podcast market, with Wireless in the radio market, and by substantial growth from both SoundCloud and Global’s own brands.”

RadioToday understands Bauer’s brands accounted for less than 15% of DAX’s total available monthly inventory.