Bauer Media’s digital audio advertising inventory will now only be available through its in-house Bauer InStream platform.
It will remove its entire collection from the DAX service, which is run by Global.
The relaunched platform will now be the only way for advertisers to buy space on Bauer’s audio brands, such as Absolute, Kiss, Magic and Scala. It also includes podcasts from its publishing operations, Empire and Grazia.
“At a time when two-thirds of top UK brands report experiencing brand safety issues, digital audio advertising is currently primarily bought via anonymous 3rd party exchanges,” explained Abby Carvosso Group Managing Director Bauer Media Advertising.
“By taking control of our own digital audio advertising inventory, Bauer InStream can uniquely and consistently offer advertisers trusted and transparent access to our network of radio and publishing brands coupled with valuable and identifiable audiences.
“Bauer InStream will be the only digital audio advertising platform to provide complete transparency around ad placement in a high-quality brand-safe context.”
Advertisers will be able to buy advertising in 2 ways – by brand through Bauer Adventure creative and branded-content campaigns, and by audience using Bauer Audience Hunter.
A spokesperson for Global said:
“DAX is the UK’s largest transparent digital audio advertising platform and is the first digital audio platform to hold JICWEBS certification for its brand safety standards and ad fraud processes.
“Today, DAX has 224 publisher brands in the UK, USA and Canada, including over 26 publishers in the UK alone, across radio, music streaming and podcast platforms.
“DAX continues to expand its premium publisher portfolio, with inventory on the platform having grown 44% year on year. This has been driven by partnerships with major media owners such as Sky and ITV in the podcast market, with Wireless in the radio market, and by substantial growth from both SoundCloud and Global’s own brands.”
