DAX US has partnered advertising measurement platform DISQO bringing accessible brand lift measurement to audio campaigns across its podcast and music streaming portfolio.
The partnership comes as advertisers place greater emphasis on understanding how campaigns perform beyond reach and frequency. Measurement is now a critical part of marketing strategies in an increasingly crowded content landscape.
Through the agreement, DAX will integrate DISQO’s brand lift measurement tools, allowing advertisers to assess the impact of audio advertising on key brand metrics, including awareness and consideration.
DISQO’s platform will enable DAX to design, launch and monitor campaigns with real-time brand lift reporting, giving advertisers clearer insight into how audiences respond to audio messaging.
In addition to traditional brand metrics, the partnership allows DAX to measure how audio advertising influences consumer actions further along the journey, such as website visits and online search behaviour.
DAX says the enhanced measurement capability will help demonstrate the role audio plays in driving meaningful outcomes for brands, while supporting more informed and data-led media planning decisions.
Brian Conlan, President of DAX US, said: “Advertisers want to understand how digital audio impacts brand outcomes, in addition to reach and frequency.
“Our partnership with DISQO gives every marketer the option to activate brand lift measurement to prove performance and inform smarter, data-driven decisions when media planning.”
DISQO says the collaboration will help brands move beyond impression-based metrics and better understand the full effectiveness of their advertising spend across audio platforms.
Armen Adjemian, Chief Executive Officer and Founder of DISQO, said: “We’re excited to partner with DAX to help advertisers unlock the full impact of every campaign and media dollar spent.
“With our suite of products, brand marketers can go beyond impressions, and measure brand and performance outcomes and optimise toward data-driven results.”
DAX adds that the partnership underlines its commitment to transparency, accountability and actionable insight for advertisers operating in today’s multi-platform audio environment.
