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Elonex Inventory to Feature on DAX

Elonex has been announced as a launch partner for an exciting new development of the advertising buying platform DAX.

Operated by media and entertainment group Global, the market leading and current digital audio advertising platform, DAX will feature digital out of home inventory for the first time from February 2020.

This latest move gives advertisers the ability to buy digital outdoor campaigns through demand side platforms (DSP), as they are already able to do with other programmatic media such as audio and video.

Demand side platform (DSP) launch partners include The Trade Desk, Vistar Media, Mediamath and Hivestack, with more to be announced in the coming months.

DAX will feature Elonex digital out of home inventory, alongside Global’s outdoor portfolio and radio and entertainment offering, with fellow media owners Admedia and All City Media Solutions also involved.

Nick Smith, CEO at Elonex, said: “As a launch partner, it’s great to see the Elonex Digital Out of Home portfolio included in this new and exciting development of the DAX platform. Being first to market here really fits with how we’ve driven the rapid growth of Elonex and further strengthens our commitment to always deliver the widest variety of advertising options to suit brands and budgets of all sizes.”

To reflect this new launch, DAX will rebrand from the Digital Audio Exchange to the Digital Ad Exchange sign-posting that advertisers can buy both digital audio and digital outdoor together.

Mike Gordon, Chief Commercial Officer at Global said: 

“When we entered the outdoor advertising market, we saw a sector which was full of exciting potential and also one that was in need of further investment and innovation. By uniting our business, Global is able to help brands harness the power of outdoor alongside other digital channels such as digital audio, helping them to create more moments that matter.

“New technology will always create challenges, but the knowledge we have acquired of the programmatic landscape through our first six years of DAX, has given us a strong foundation for driving forward digital outdoor advertising. We’re looking forward to working closely with Admedia, Elonex and All City Media Solutions as well as the outdoor specialists, to shape the next chapter in advertising.”

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