DAX Pact Cements Cumulus’ Programmatic Plan


The nation’s No. 3 licensee of AM and FM radio stations has handed its network radio streaming and national programming advertising sales representation duties to a two-year old domestic arm of a U.K. media giant known for such brands as Heart and Capital.

Global-owned digital audio ad platform DAX is now the exclusive third-party sales representative working alongside Cumulus Media‘s national and local sales teams, thanks to a multi-year deal.

The pact makes Cumulus the first operator of a traditional broadcast network to join DAX’s programmatic buying platform.

Through the arrangement, advertisers across Cumulus’ programming and sales teams now also have access to Listener Insight ID, DAX’s attribution technology, which allows advertisers to measure the performance of their ad campaigns in real time.

“We’re really looking forward to working with Cumuus to improve the listener experience across its network and help advertisers reach the right people through technology from DAX,” said DAX U.S. CEO Matt Cutair. “The partnership allows us to continue our ambition to improve engagement and attribution in the digital audio advertising space.”

DAX launched stateside in 2017 and includes such publisher brands as TuneIn, Slacker Radio, and AccuRadio.

The DAX deal is in no way impactful to a May 2017 arrangement between pre-bankruptcy Cumulus and iHeartMedia-owned Katz Expressway, powered by Jelli. That’s because DAX is handling streaming sales only for Cumulus, while Katz Expressway is a terrestrial radio platform, unaffected by the partnership.