Media and entertainment group Global has acquired the digital audio sales division of Canadian based leanStream. The move brings Global’s digital audio advertising platform DAX to Canada and gives Global an ad sales and ad tech footprint in the country. It brings the platform’s reach to 165m people streaming digital audio through premium publisher brands.

DAX’s presence in the market means that Canadian advertisers can now use DAX’s audience targeting and audio attribution tool ‘Listener Insight ID’ across the existing leanStream publisher portfolio. Global launched DAX in October last year, when it acquired US-based digital audio ad sales company, AudioHQ. and rebranded it rebranded to DAX.

leanStream’s chief revenue officer (CRO) Chris Nimigon, becomes CRO of DAX Canada and will lead the business there. All leanStream sales team members will join DAX, while leanStream’s existing business will continue to sell its digital streaming services.

Mike Gordon, chief commercial officer at Global, said: “We’ve seen DAX triumph in new markets and demand from advertisers worldwide continues to grow at pace. We have been watching the Canadian market for a while now and feel it is ripe for growth. Our vision is to add the DAX data and attribution capabilities to leanStream’s broad publisher portfolio to deliver a world-class audio solution for Canadian advertisers.”