Global, the media and entertainment group, has significantly increased digital inventory available to programmatic buyers on DAX, by adding the London Underground and National Rail to its programmatic platform.
Global, which owns over 253,000 outdoor sites reaching 95% of the UK population, created its digital advertising exchange, DAX, in 2014. The platform is now the world’s largest programmatic trading platform for digital audio and outdoor inventory.
The new addition of the London Underground and National Rail to DAX takes total audience impacts to 95 million every week.
The latest innovation provides programmatic access to full motion video on the London Underground and National Rail stations, for the first time.
Ollie Deane, director of commercial outdoor and DAX at Global said: “This exciting new development is another big step forward for programmatic trading across the Global Outdoor portfolio and demonstrates our continued drive to provide dynamic digital outdoor advertising at scale.
“For the very first time, advertisers gain programmatic access to these highly attractive environments, providing a huge opportunity for brands looking to reach valuable audiences right across the country.”
Alys Donnelly, head of programmatic at Kinetic Worldwide said: “As brands look to build reach and awareness in line with the inevitable bounce-back of audiences, programmatic OOH is a powerful channel for advertisers.
“Global’s move to include further premium DOOH inventory on DAX creates an extremely timely proposition for digital planners looking for immediacy and accountability in the current climate.”
