The acquisition marks Global’s entry into the US market with offices in New York, LA, Chicago, and Detroit and AudioHQ being rebranded under the DAX name. DAX is a digital audio advertising platform used by Global’s properties and, with this purchase, will include clients like SoundCloud and Major League Baseball.
According to Global, the platform will give advertisers access to 160 million people internationally.
“We launched DAX in the UK in 2014 to offer advertisers a simple way to reach the growing number of people consuming digital audio,” explained Stephen Miron, CEO of Global. “In the past three years, demand from advertisers has intensified as the audience has grown and we’ve continued to innovate to keep DAX ahead of the market.”
Entering the US market is a “natural next step” and a “significant milestone”, he added. “AudioHQ is a very impressive business with strong client and publisher relationships and a really great team. DAX has revolutionised the digital audio advertising market in the UK, and we’re confident it will be a huge success in the US.”
AudioHQ’s cofounders, CEO Matt Cutair and chief revenue officer Jeff McCarthy, will retain their stakes in the business and will head up DAX’s US operations. All AudioHQ staff will move to DAX.
As part of its ongoing expansion, Global will also be opening new offices in France and Germany next year.