It’s been in the news across the last year for its stated desire to own up to nearly 50% of iHeartMedia.
Now, the British media and entertainment group that owns such U.K. radio brands as Heart has purchased a next-generation digital audio content and technology start-up that will be added to the digital audio advertising and programmatic OOH advertising platform DAX.
With the acquisition, Remixd technology will be added to Global’s Digital Ad Exchange, or DAX.
Remixd automatically converts text articles into audio files with naturalized language,
allowing publishers to provide “premium short form audio content” to their users, DAX notes.
It’s a technology Tribune Publishing and the USA TODAY Sports department is already using. It could present opportunities for broadcast TV and radio station websites and other online platforms.
Les Hollander, who serves as CEO at DAX North America, elaborated, “This technology means digital publishers can meet the growing consumer demand for audio and publisher need for improved ad monetization. It’s the perfect pathway to reaching consumers with
customized marketing messages in the burgeoning smart speaker space. Adding text to audio conversion is a further enhancement of the tech Global has developed for DAX. Publishers, who have rafts of written content, can now use the power of audio to open up audience opportunities and revenue streams.”
According to Global-owned DAX, Remixd offers “plug and play” direct sales and programmatic ad sales. “Pre-roll bumpers, interstitials and sonic branding can
be easily added to text-to-audio,” the company noted.
DAX has a footprint of publishers in the U.S., Canada and across Great Britain.