Open audio platform SoundCloud has penned an agreement with DAX, the programmatic audio advertising arm of UK radio company Global, to give advertisers in Canada the opportunity to reach SoundCloud’s audience. The deal is an extension to the UK partnership that already exists between the pair.

Advertisers in Canada will be able to access SoundCloud’s audio inventory programmatically and directly through DAX. In addition, they will be able to learn more about their audiences by using DAX’s audio attribution measurement tool, Listener Insight ID.

“Brands in Canada now have the opportunity to reach SoundCloud’s unique audience of tastemakers who are driving what’s next in music culture, exclusively through DAX,” said Michael Weissman, COO at SoundCloud. “DAX has been a great partner to SoundCloud in the UK for years. Now, with this expanded deal, we’re able to leverage its leading technology and deep sales abilities to support the continued growth of our ad supported service in the Canadian market.”

Global acquired the digital audio sales division of Canada-based audio streaming solutions provider LeanStream and used that to launch DAX in Canada in November 2018.

“Since launching in Canada, DAX continues to grow at an exceptional rate and we’re all very excited to bring SoundCloud’s huge catalogue of audio content to our clients and partners,” said Chris Nimigon, CRO at DAX Canada.