A further 18 counties will be able to use the service, which offers advertisers a way to reach people consuming various digital media products with one service.

Dax will cover digital radio, music streaming services and podcasts in Europe, in addition to radio stations such as Heart and Absolute Radio in the UK.

Speaking at the IAB Upfronts recently, Oliver Deane, commercial digital director at Global, made the announcement in front of an audience of more than 300 people at London’s Ministry of Sound.

He cited growth in listening and demand from clients as the reason for the move, which will see Global set up its first international sales team, grow its digital account management team and recruit a network of creatives to develop pan-European campaigns. Deane said there was a high level of interest from existing Dax clients in running campaigns across the major European markets.

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