DAX to launch cross-device measurement tool for audio

Eleanor Marshall, head of data, DAX

Global’s digital ad sales platform DAX is launching a cross-device audio measurement tool in the new year, alongside a new measurement solution specifically for podcasts.

DAX Cross Device hopes to enable advertisers to reach more people across smartphones, tablets and desktops, and track the effectiveness of their campaigns. It will report the path to purchase when a listener has acted on a brands’ advertising message, such as when an ad is heard via a smartphone and later results in a purchase via a desktop.

“For the first time ever, advertisers [are able] to join the dots between previously disparate activities, events and audiences, into a single listener view,” said Eleanor Marshall, head of data at DAX, speaking at the platform’s Upfronts event.

Marshall added that DAX Cross Device is a “unique product in the market” and the “most significant update” to the platform since the launch of Listener Insight ID in 2016.
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DAX has also updated Listener Insight ID to offer advertisers a solution to podcast measurement.

“The need for cross device measurement is nowhere more acute than in the podcast space,” Marshall said. “Not only is it the fastest growing form of audio content but it is also the hardest to track. The majority of podcast inventory is delivered on app, while the vast majority of calls to action are browser based, meaning that post-listen behaviour tends to fall down a data black hole.

“However, our device graph means that, 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.”

The news comes following calls from UK media agencies for the audio industry to develop better planning and measurement tools which include podcasts and music streaming alongside traditional and digital radio.

Meanwhile, DAX unveiled a number of new partnerships at the event – including an exclusive partnership with Telegraph Media Group to grow and monetise the publisher’s UK podcast portfolio, and a partnership with music brand NME to onboard its radio properties.

DAX claims that advertisers can reach 133 million listeners worldwide on the platform, including 27 million listeners in the UK.