Digital media platform Xaxis has partnered with media and entertainment group Global to launch Xaxis Audio, a programmatic product for buying digital audio ads at scale.
Xaxis Audio uses Global's Dax platform for buying audio inventory, covering 130 publishers including Audioboom, Blinkbox, and Rdio, in combination with Xaxis' data management platform Turbine.
Three will run the first campaign on Xaxis Audio, for its Feel at Home campaign, planned and created by Mindshare.
“Xaxis Audio extends the reach of the Xaxis Brand Suite, bolstering our existing audience capabilities across video, mobile and premium display with the ability to programmatically buy digital audio as well,” said Nicolas Bidon, Xaxis UK managing director. “For the first time in the UK, brands can use the insight and efficiency of our industry leading Turbine DMP to reach audiences at scale and execute highly efficient programmatic media buys across Dax’s inventory.”