Admedia, the leading Out Of Home media owner, today announced that it will be a launch partner of DAX, Global’s digital audio advertising product, from February 2020.

This latest move gives advertisers the ability to buy Admedia’s 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, Mediamath and Hivestack, with more to be announced in the coming months.

This move gives advertisers access to Admedia’s digital outdoor inventory on a programmatic platform, where they can also integrate their programmatic audio and outdoor buying in areas such as geo location targeting.

By joining DAX, Admedia will bring its inventory to a platform that already represents 238 publisher brands within the audio sector, including ITV, Sky and Telegraph Media Group.

Phil Daniel, MD Sales and Marketing, Admedia

“We are thrilled to be a launch partner of DAX. We feel they are in an ideal position to harness the incredible potential of our Motorway Service Area Nexus screens to deliver targeted and relevant audiences in a unique mindset in the most dynamic and efficient way.”