Global makes strategic acquisition to launch DAX in Canada

Global, the Media & Entertainment group, has acquired the digital audio sales division of Canadian based, leanStream. This move brings DAX, the world’s most sophisticated digital audio advertising platform to Canada and gives Global an ad sales and ad tech footprint in the country.

The acquisition signals the launch of DAX Canada. The platform’s reach grows to 165 million people streaming digital audio through premium publisher brands. DAX’s presence in the market means that Canadian advertisers can now use DAX’s extensive audience targeting and unique audio attribution tool ‘Listener Insight ID’ across the existing leanStream publisher portfolio.

Chris Nimigon, Chief Revenue Officer of leanStream will now become Chief Revenue Officer of DAX Canada and lead the business. All leanStream sales team members will join DAX, while leanStream’s existing business will continue to sell its digital streaming services.

As one of the leading audio ad exchanges in Canada, existing publishers with inventory on the leanStream roster include TuneIn, 8tracks and Adwave Canada.

Global adds Toronto to its list of office locations alongside its headquarters in London and DAX divisions based in New York, Los Angeles, Chicago, Detroit, Hamburg and Paris.

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. We are excited to be adding a brilliant new team to DAX and we’re looking forward to making DAX Canada a huge success.”

Newly appointed, CRO of DAX Canada, Chris Nimigon, said: “DAX is at the forefront of innovation, leading the market in the digital audio space. The demand for digital audio content continues to develop at a significant rate and the launch of this new business presents a fantastic opportunity for the market in Canada to grow. It’s a very exciting time to become part of Global and I’m looking forward to rolling out DAX’s advanced technology - from audience targeting, personalised ads and sophisticated measurement - to our clients and partners across Canada.”

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About DAX:

DAX is the world’s largest digital audio advertising platform giving advertisers access to an audience of 165 million people worldwide. Publishers with inventory on DAX include SoundCloud, TuneIn, HowStuffWorks, Global’s Capital and Radio X and Bauer Media’s Kiss. DAX is the world’s most sophisticated digital audio advertising platform with unrivalled technical capabilities. DAX teams operate in the UK, US, Canada, France and Germany. DAX was developed and launched by Global, the Media & Entertainment group, in 2014.

About Global:

Global is one of the world’s leading Media & Entertainment groups and Europe’s largest radio company. With a portfolio of some of the largest and most respected media brands and music events, Global brands reach more than 32 million people every week including 25 million on the radio alone. Global recently entered the Out of Home sector in the UK, with major acquisitions of Primesight and Outdoor Plus, making Global outdoor one of the leading Outdoor companies in the UK with over 35,000 sites reaching 95% of the UK population. Global is also the second biggest festival company in the UK. The company headquarters is in London’s iconic Leicester Square and Global has more than 1,600 people working at 32 broadcast centres and offices around the UK, the US, Canada and in France and Germany. Ashley Tabor OBE is Founder & Executive President, Stephen Miron is Group CEO, Richard Park is Group Executive Director & Director of Broadcasting and Lord Allen is Chairman. Tabor created Global in 2007.

About leanStream:

leanStream is Canada’s premiere radio streaming solutions company, serving professional broadcasters around the world on a state-of-the-art content delivery network with rock solid reliability and powerful monetization, audience-insight and productivity tools.