The UK's largest digital audio platform — 27 million monthly listeners across Capital, Heart, SoundCloud, Sky, ITV and 180+ premium publishers. One buy. The whole market.
DAX — the Digital Ad Exchange — is Global's pioneering digital advertising platform connecting brands with audiences across the UK's best audio and outdoor content. Created in 2014, it is the largest digital audio advertising platform in the UK and one of the largest in the world.
What makes DAX distinctive is the breadth of its publisher network. A single DAX buy accesses Capital FM, Heart, Kiss and Radio X through Global's own stations; SoundCloud, Sky, ITV and The Athletic through premium third-party publishers; and iHeartMedia's global podcast portfolio — including some of the world's most downloaded shows — through a recently announced exclusive distribution deal.
For advertisers, DAX solves the fragmentation problem in digital audio. Rather than negotiating individually with dozens of publishers, a single DAX campaign reaches 27 million UK listeners monthly across live radio, music streaming, podcasts and mobile environments — all planned, bought and reported in one place.
DAX was built to give digital audio the planning and buying sophistication that video and display have long enjoyed. It is IAB Gold Standard certified, fully integrated into the major demand-side platforms, and supports programmatic buying alongside direct deals.
The targeting capabilities are particularly strong. DAX's first-party listener data enables demographic, behavioural and contextual audience segments — so you're not just buying radio inventory, you're buying specific audience profiles within it. A campaign targeting ABC1 adults aged 25–44 interested in finance behaves very differently from one targeting parents of young children, even if both buy through DAX.
Measurement has been a DAX priority since launch. Listener ID and subsequent attribution tools allow advertisers to track brand uplift, website visits and in-store footfall driven by audio exposure — giving DAX campaigns the performance accountability that other audio formats have historically lacked.
Revenue return for every £1 invested in radio advertising — second only to TV in overall effectiveness, and outperforming TV in retail, finance, travel and automotive.
Of UK adults listen to the radio each week — and DAX extends that reach into streaming, podcasts and on-demand audio, capturing the full digital audio audience in a single platform.
DAX and Amazon have announced a landmark data partnership that allows brands to layer Amazon's first-party retail signals onto Global's audio inventory — the first such tie-up in the UK market.
For advertisers, this means audio campaigns can now be targeted and measured using Amazon's purchase intent and category data — connecting audio exposure to retail behaviour in a way that was previously impossible in the UK market.