Global launched a data and insights platform at its upfronts event, held at HERE at Outernet yesterday.
Global IQ is designed to help advertisers plan, optimise and measure campaigns across audio, video and OOH.
It brings together a wide range of datasets, including first-party data from more than 11m registered Global Player users, second-party data from exclusive partnerships, such as Transport For London (TfL) WiFi and tap-in data, and premium partner datasets from BT/EE and Spendmapper.
Additionally, gold-standard planning sources such as TGI and TouchPoints and measurement data from RAJAR and Route are also layered within the platform.
Global IQ is able to combine these datasets with real-time exposure data, data science and large language models (LLMs) to provide insights on audience behaviour and campaign performance, giving advertisers more information on what works and enabling smarter optimisation across channels.
The platform also features a suite of innovations and tools.
This includes DAX ID, which launched at the IAB Upfronts 2025, a new advancement which measures cross-device digital audio effectiveness across smart speakers, mobile and desktop.
It connects listening behaviour across multiple devices and locations, providing advertisers with more ability to track the listener journey, and identify conversion points.
Audio Outcomes is also featured, which is a measurement tool for broadcast audio, which was built to prove campaign impact across the full marketing funnel. It uses regression modelling to show real-world results from audio campaigns, including brand awareness, web visits and sales.
It offers brands fast, credible and actionable insights into how linear audio drives real-world results.
AI Creative Optimisation which analyses data from more than 500 audio campaigns and utilises AI to predict which creative choices will drive specific outcomes, increasing creative effectiveness.
Sarah Gale, director of insight, data and outcomes at Global underlined how the aim of IQ is to “connect the dots” between data sources and to give advertisers a single, privacy-safe platform for understanding audiences across media environments.
“It’s built to give advertisers true accountability and a clearer line of sight from campaign planning to measurable success,” Gale added.
In combining scale with data, Global is positioning IQ as an alternative to walled-garden adtech platforms, helping brands to achieve measurable success from insights that are accessible in one place.
