DAX US, the digital advertising exchange owned by Global, has announced a new partnership with DISQO aimed at strengthening how advertisers measure the effectiveness of digital audio campaigns. The collaboration brings advanced brand lift measurement to audio advertising across DAX US podcast and music streaming inventory, giving marketers clearer insight into how audio drives brand outcomes within the modern MarTech ecosystem.
As digital audio consumption continues to grow, advertisers are demanding greater accountability beyond reach and frequency. DAX US is responding to that shift by integrating DISQO’s advertising effectiveness platform, enabling brands to measure changes in awareness, consideration, and downstream consumer actions tied to audio exposure. The partnership reflects a broader industry push toward outcome based measurement as media budgets increasingly span multiple channels and devices.
Through the integration, DAX US can design and activate campaigns with built in brand lift studies powered by DISQO. Advertisers gain access to reporting that shows how audio ads influence brand perception as well as behaviors such as website visits and online search activity. This allows marketers to better understand the role audio plays across the consumer journey rather than viewing it in isolation.
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“Advertisers want to understand how digital audio impacts brand outcomes, in addition to reach and frequency,” said Brian Conlan, President, DAX US. “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’s platform is designed to move beyond traditional metrics by capturing attitudinal and behavioral signals directly from consumers. By applying this approach to DAX US audio campaigns, advertisers can compare exposed and control audiences and quantify the incremental impact of audio on brand health metrics. The result is a more complete view of campaign effectiveness that aligns audio with other measurable channels.
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“We’re excited to partner with DAX to help advertisers unlock the full impact of every campaign and media dollar spent,” added Armen Adjemian, CEO and Founder of DISQO. “With our suite of products, brand marketers can go beyond impressions, and measure brand and performance outcomes and optimize toward data-driven results.”
The partnership also positions DAX US to support cross media planning as advertisers look to understand how audio complements video, display, and social investment. By making brand lift measurement more accessible, DAX US reduces barriers for advertisers that want proof of performance without complex custom studies.
For DAX US, the collaboration reinforces its focus on transparency and accountability in digital audio advertising. As brands continue to shift spend toward streaming and on demand audio, the ability to demonstrate measurable impact will be critical. By partnering with DISQO, DAX US is giving advertisers stronger tools to validate the role of audio in driving brand growth and informed media decisions.
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