Iconic clubbing brand Ministry of Sound has joined Dax, the digital audio exchange developed by media and entertainment firm Global as its 140th publisher.

The programmatic exchange gives advertisers a single buying point for 140 digital audio platforms including digital-only services like Rdio, Musicovery and audioBoom, as well as the digital services for radio brands like Capital, Classic FM and Baurers Absolute Radio network.

With the growth of digital audio streaming, especially via mobile devices, there are now over 17m consumers a week streaming audio, and Daxs exchange is the only digital audio ad platform in the UK to offer programmatic buying.

“Before we created Dax the market was fragmented,” said Mike Gordon, chief commercial officer at Global. “We developed Dax to give advertisers access to the large and growing world of digital audio. It has been a phenomenal success and its fantastic to see the iconic dance music brand, Ministry of Sound Radio, become the 140th publisher to join Dax.”

“Ministry of Sound Radio has seen its monthly audience grow significantly since the start of the year and our growth trajectory is huge,” said Alexis James, commercial director at Ministry of Sound. “Were thrilled to be partnering with Dax to monetise our extensive radio audience and provide advertisers a unique opportunity to reach a devote audience of music influencers.”