DAX U.S. Launches Real-Time Brand Lift Measurement for Digital Audio Ads
DAX U.S. has announced a strategic partnership with advertising measurement platform DISQO, enabling real-time brand lift measurement across its digital audio inventory. The collaboration aims to give marketers deeper, faster, and more actionable insights into how audio advertising impacts brand perception and consumer behavior.
The announcement comes at a time when digital audio advertising is experiencing rapid growth, fueled by the rising popularity of podcasts, music streaming platforms, and smart audio devices. As budgets shift toward audio, advertisers are increasingly demanding accountability beyond reach and impressions—and DAX U.S. appears ready to deliver.
Why Real-Time Measurement Matters in Digital Audio Advertising
Moving Beyond Reach and Frequency
For years, audio advertising—particularly in the digital space—has been evaluated primarily on reach, frequency, and completion rates. While these metrics offer valuable exposure data, they fall short in answering a critical question for marketers:
Did the ad actually move the needle for the brand?
With the integration of DISQO’s measurement technology, DAX U.S. is positioning itself as a solution for outcome-driven advertising, allowing brands to understand:
Brand awareness lift
Brand consideration changes
Favorability improvements
Purchase intent signals
Down-funnel actions such as website visits and online searches
This shift aligns with broader industry trends emphasizing performance, accountability, and ROI.
Inside the DAX U.S. and DISQO Partnership
What Each Company Brings to the Table
About DAX U.S.
DAX U.S. is a digital audio advertising exchange launched in 2017 as an extension of Global’s UK-based DAX platform. Since entering the U.S. market, it has built a robust ecosystem of podcast and music streaming publishers, offering advertisers premium, brand-safe audio inventory at scale.
DAX U.S. partners include:
Deezer
LiveOne
AccuRadio
Live365
HitsRadio
These partnerships give DAX access to millions of engaged listeners across diverse genres, formats, and demographics.
About DISQO
DISQO is a consumer intelligence and advertising effectiveness platform known for measuring real human sentiment, not modeled assumptions. Its technology captures direct consumer feedback to evaluate how ads influence brand perception and behavior across channels.
Key strengths of DISQO include:
Real-time brand lift studies
Audience sentiment analysis
Cross-channel performance measurement
Outcome-based advertising insights
Together, the two companies aim to democratize brand lift measurement for digital audio advertisers.
Real-Time Brand Lift: How It Works
A More Dynamic Approach to Campaign Measurement
With DISQO’s platform integrated into DAX’s ecosystem, advertisers can now:
Launch campaigns with measurement baked in from day one
Monitor brand performance in real time, not weeks after campaign completion
Optimize campaigns mid-flight based on live insights
This real-time visibility allows marketers to respond quickly to what’s working—and what’s not—rather than relying on post-campaign reports that arrive too late to influence outcomes.
Measuring the Full Consumer Journey
From Awareness to Action
One of the standout features of the DAX–DISQO integration is the ability to measure beyond traditional brand metrics.
In addition to awareness and consideration, advertisers can now gain insights into:
Website visitation behavior
Online search activity
Mid-funnel engagement signals
Early indicators of purchase intent
This provides a more holistic view of how digital audio influences the consumer journey, from first exposure to active consideration.
Industry Leaders Weigh In
DAX U.S. Perspective
Brian Conlan, President of DAX U.S., emphasized the growing demand for meaningful measurement in audio advertising.
“Advertisers want to understand how digital audio impacts brand outcomes, in addition to reach and frequency. 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.”
His comments underscore a broader shift in advertiser expectations—one that prioritizes results over assumptions.
DISQO’s Vision for Smarter Advertising
DISQO founder and CEO Armen Adjemian echoed the sentiment, highlighting the importance of measuring what truly matters.
“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 and measure brand and performance outcomes and optimize toward data-driven results.”
The message is clear: impressions alone are no longer enough.
Why This Matters for Advertisers
Key Benefits for Brands and Agencies
The partnership delivers several tangible advantages:
Lower barriers to brand lift measurement
Faster insights for campaign optimization
Stronger justification for audio ad spend
Improved media planning decisions
Clearer attribution of audio’s role in the marketing mix
For agencies and brands under pressure to prove ROI, this represents a competitive edge.
The Growing Importance of Digital Audio in Media Plans
Audio’s Resurgence in the Digital Era
Digital audio is no longer a niche channel. With consumers spending more time listening to podcasts, streaming music, and engaging with audio content across devices, advertisers are recognizing audio’s unique strengths:
High attention and engagement
Screen-free, multitasking-friendly consumption
Strong emotional connection with audiences
Brand-safe environments
The addition of robust measurement capabilities removes one of the last remaining barriers to audio’s full adoption in performance-driven media strategies.
A Competitive Differentiator for DAX U.S.
Standing Out in a Crowded Ad Tech Landscape
As more ad exchanges and platforms compete for advertiser dollars, measurement transparency and accountability are becoming key differentiators.
By offering real-time brand lift measurement as a standard option, DAX U.S.:
Strengthens its value proposition
Appeals to performance-focused marketers
Enhances trust and credibility with advertisers
Aligns with evolving industry standards
This move could push competitors to follow suit—or risk falling behind.
What’s Next for Digital Audio Measurement?
Setting a New Industry Benchmark
The DAX–DISQO partnership may signal a broader transformation in how digital audio advertising is bought, sold, and evaluated.
Looking ahead, the industry may see:
Greater standardization of brand lift metrics
Increased demand for real-time reporting
Deeper integration of audio into omnichannel measurement frameworks
More budget allocation toward measurable audio formats
In this context, DAX U.S.’s latest announcement positions the company at the forefront of innovation in digital audio advertising.
Final Thoughts
As advertisers seek smarter, faster, and more accountable ways to measure campaign success, DAX U.S.’s real-time brand lift measurement offering marks a pivotal moment for digital audio. By partnering with DISQO, the company is not only responding to advertiser demands but also helping redefine how audio’s value is quantified.
For brands looking to move beyond impressions and truly understand impact, this development could make digital audio a more compelling—and measurable—part of the media mix.
