DAX US Partners with DISQO to Expand Audio Brand Lift Measurement in 2026
DAX US, a leading digital audio advertising platform, has announced a strategic partnership with DISQO, a global advertising measurement and consumer intelligence company. The collaboration is set to significantly expand brand lift measurement capabilities across audio advertising, enabling advertisers to gain deeper, data-driven insights into how audio campaigns influence brand perception and consumer behaviour.
As the digital advertising landscape becomes increasingly competitive and fragmented, marketers are under mounting pressure to demonstrate tangible outcomes beyond traditional metrics such as impressions, reach, and frequency. This partnership positions DAX US at the forefront of next-generation audio measurement, offering advertisers a more holistic view of campaign effectiveness across podcasts and music streaming platforms.
Understanding the Growing Importance of Brand Lift Measurement
Why Reach and Frequency Are No Longer Enough
For years, digital advertising success was primarily measured through exposure-based metrics. While reach and frequency remain important, they no longer provide a complete picture of campaign effectiveness—especially in immersive formats like audio.
Modern advertisers are asking more nuanced questions:
Did the campaign increase brand awareness?
Did it improve brand consideration or favourability?
Did it influence consumer intent or behaviour?
Brand lift measurement answers these questions by analysing how advertising exposure changes audience perception and actions. With this partnership, DAX US aims to bring accessible, scalable brand lift measurement to audio advertising—an area that has historically lagged behind display and video in measurement sophistication.
The Strategic Partnership: What DAX US and DISQO Are Bringing to the Table
About DAX US
DAX US operates one of the largest digital audio advertising platforms in North America, offering advertisers access to premium inventory across:
Podcasts
Music streaming services
Digital radio
On-demand audio environments
Known for its focus on brand-safe, high-quality audio environments, DAX has consistently invested in technology that enhances transparency and accountability for advertisers.
About DISQO
DISQO is a consumer intelligence and advertising measurement platform that specialises in brand and outcome measurement. Its tools are designed to move beyond surface-level metrics by capturing:
Brand perception shifts
Consumer sentiment
Down-funnel behavioural outcomes
By leveraging real consumer feedback and real-time reporting, DISQO enables advertisers to optimise campaigns based on actual audience response.
How the Integration Works: Bringing Brand Lift Measurement to Audio
Seamless Integration of DISQO’s Measurement Tools
Under the partnership, DAX US will integrate DISQO’s brand lift measurement technology directly into its audio advertising platform. This integration allows advertisers to:
Design campaigns with measurement baked in from the start
Launch brand lift studies alongside live audio campaigns
Monitor performance through real-time dashboards
Analyse results across multiple brand and performance metrics
The result is a streamlined, user-friendly measurement solution that removes traditional barriers to brand lift analysis in audio advertising.
Key Metrics Advertisers Can Measure Through the Partnership
Core Brand Metrics
Advertisers using DAX with DISQO measurement will be able to assess impact across essential brand indicators, including:
Brand Awareness – Are audiences more aware of the brand after hearing the ad?
Brand Consideration – Are consumers more likely to consider the brand?
Brand Favourability – Has perception of the brand improved?
Message Recall – Do listeners remember the ad and its key messages?
Performance and Mid-Funnel Outcomes
Beyond traditional brand metrics, the partnership enables measurement of consumer actions further along the journey, such as:
Website visits
Online search behaviour
Engagement with brand content
Intent signals that indicate purchase consideration
This dual focus on brand and performance outcomes positions audio as a measurable, accountable channel within full-funnel media strategies.
Real-Time Reporting: Empowering Smarter Media Planning
One of the standout features of the DAX–DISQO collaboration is real-time brand lift reporting. Advertisers no longer need to wait until the end of a campaign to understand its impact.
Benefits of Real-Time Insights
Optimisation during live campaigns
Faster creative and messaging adjustments
Improved allocation of media spend
Data-led decision-making across channels
This capability aligns audio advertising with the speed and agility expected in modern digital marketing environments.
Why Audio Advertising Is Gaining Strategic Importance
The Rise of Podcasts and Streaming Audio
Audio consumption continues to grow rapidly, driven by:
With listeners often highly engaged and attentive, audio provides a unique opportunity for brands to build emotional connections.
The Measurement Gap in Audio Advertising
Despite its effectiveness, audio advertising has historically faced challenges in measurement. The DAX–DISQO partnership directly addresses this gap by offering advertisers proof of performance that rivals other digital formats.
Industry Perspective: What This Means for Advertisers
Moving Beyond Impression-Based Metrics
According to DISQO, the partnership enables brands to move past outdated, impression-centric evaluation models and focus on true advertising effectiveness.
By understanding how audio campaigns influence both perception and action, advertisers can:
Justify audio investment more confidently
Compare audio performance with other media channels
Elevate audio’s role within integrated marketing strategies
Executive Commentary: Leadership Insights on the Partnership
Brian Conlan, President, DAX US
Brian Conlan emphasised the growing demand for deeper insight into audio performance:
“Advertisers want to understand how digital audio impacts brand outcomes, not just reach and frequency.
Our partnership with DISQO gives every marketer the option to activate brand lift measurement, proving performance and enabling smarter, data-driven media planning decisions.”
Armen Adjemian, CEO and Founder, DISQO
DISQO’s founder highlighted the broader implications for advertising accountability:
“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 to measure brand and performance outcomes and optimise toward real, data-driven results.”
Transparency and Accountability in a Multi-Platform Audio World
DAX US has stated that this partnership reinforces its long-standing commitment to:
Transparency in measurement
Accountability for media performance
Actionable insights for advertisers
As audio campaigns increasingly span multiple platforms and formats, unified measurement solutions are essential to understanding overall effectiveness.
What This Partnership Signals for the Future of Audio Advertising
A Shift Toward Outcome-Based Buying
The integration of brand lift measurement into audio advertising reflects a broader industry shift toward outcome-based media buying, where success is defined by impact rather than exposure alone.
Setting New Standards for Audio Measurement
By making brand lift measurement more accessible, DAX and DISQO are helping to:
Raise industry standards
Encourage greater investment in audio
Position audio as a core, measurable component of omnichannel strategies
Conclusion: A Milestone Moment for Digital Audio Advertising
The partnership between DAX US and DISQO marks a significant milestone in the evolution of audio advertising measurement. By combining premium audio inventory with advanced brand lift analytics, the collaboration empowers advertisers to understand not just who they reach, but how they influence audiences.
In an era where marketing budgets demand accountability and insight, this move positions audio advertising as a powerful, measurable, and strategically essential channel.
