LiveOne Renews DAX US Partnership, Expands In-Car Audio Advertising in the US
In a move that underlines the rapid evolution of digital audio advertising in the United States, LiveOne has officially renewed and expanded its long-standing advertising partnership with DAX US, the programmatic audio arm of Global.
The renewed agreement not only extends a relationship that began a decade ago but significantly broadens its scope, placing a strong emphasis on in-car audio advertising—one of the fastest-growing frontiers in digital media.
A Decade-Long Partnership Enters a New Growth Phase
The exclusive relationship between LiveOne and DAX dates back to 2015, making it one of the longest-running collaborations in the programmatic audio advertising ecosystem.
Over the years, the partnership has helped LiveOne unlock the full commercial value of its digital audio inventory while enabling DAX to establish itself as a major force in the US audio advertising market.
With this renewal, both companies signal confidence not only in each other but also in the future of audio-first advertising, especially as listener habits continue to shift toward connected environments.
Why In-Car Audio Advertising Is the Centerpiece of the Deal
One of the most notable elements of the expanded agreement is DAX’s newly extended remit to sell in-car audio advertising opportunities across the United States.
This strategic expansion reflects several converging trends:
Rapid growth of connected vehicles
Increased adoption of embedded infotainment systems
Rising consumption of streaming audio during commutes
Strong engagement levels during drive-time listening
As more drivers stream music, podcasts, and spoken-word content directly from dashboards, in-car environments are becoming premium advertising spaces—often described by marketers as some of the most attentive moments of the day.
The Power of Drive-Time Listening
Industry analysts consistently highlight that audio consumed in vehicles delivers:
Higher recall rates compared to display advertising
Lower ad avoidance than visual digital formats
Contextual relevance tied to daily routines
Extended listening sessions, especially on long journeys
By expanding into this space, LiveOne and DAX aim to help advertisers connect with audiences when they are focused, receptive, and emotionally engaged.
LiveOne’s Creator-First Advertising Strategy
LiveOne positions itself as a creator-first music, entertainment, and technology platform, offering personalised streaming experiences while balancing commercial growth.
The company operates across music, podcasts, and live audio experiences, including its long-established streaming brand Slacker Radio.
According to LiveOne, the renewed partnership supports its broader strategy to:
Maximise advertising yield without compromising listener experience
Expand premium inventory across emerging listening environments
Maintain strong alignment with music-focused audiences
Executive Insight: LiveOne on Programmatic Audio Growth
Speaking about the renewed agreement, Bradley Konkol, Head of Product and Engineering at LiveOne, emphasised the role DAX US has played in unlocking advertising value across the platform.
He noted that both companies remain deeply aligned in their ambition to build momentum within the programmatic audio sector.
Crucially, LiveOne is forecasting strong future growth, projecting a 30 percent year-on-year increase in programmatic audio advertising revenue in 2026—a figure that reflects both market demand and advertiser confidence.
Programmatic Audio Advertising: A Market on the Rise
Programmatic audio advertising has rapidly transitioned from a niche offering into a core component of modern media strategies.
Key drivers behind its growth include:
Improved targeting and audience segmentation
Real-time optimisation and dynamic ad insertion
Brand-safe environments compared to social media
Increased podcast and streaming consumption
With advertisers increasingly seeking measurable, high-attention channels, programmatic audio is now competing directly with video and social formats for marketing budgets.
DAX US Strengthens Its Position in the American Market
From DAX’s perspective, the renewed LiveOne agreement significantly reinforces its footprint in the US audio advertising landscape.
DAX, owned by Global, has long been recognised for its advanced audio ad-tech capabilities and its ability to deliver scalable, brand-safe inventory.
The expanded partnership allows DAX US to:
Introduce new in-car audio ad formats
Leverage connected-vehicle data more effectively
Offer advertisers greater reach across premium audio environments
DAX Leadership on the Renewed Collaboration
Brian Conlan, President of DAX United States, welcomed the extension, describing LiveOne as a pioneer in personalised music streaming.
He highlighted that the renewed agreement enables DAX to continue delivering innovative advertising solutions while connecting brands with highly engaged, lifestyle-driven audiences.
According to Conlan, LiveOne’s extensive user base presents advertisers with an opportunity to reach listeners who are not only engaged but also open to brands that align with their interests and daily habits.
Why Advertisers Are Doubling Down on Audio
The renewed LiveOne–DAX partnership arrives at a time when brands are reassessing how they allocate digital spend.
Audio advertising is increasingly attractive because it offers:
Screen-free engagement in a crowded media landscape
High completion rates compared to video ads
Natural integration into daily routines
Strong performance for brand storytelling
In-car audio, in particular, is emerging as a premium category due to its combination of attention, routine, and context.
Connected Cars: The Next Big Media Platform
Modern vehicles are no longer just modes of transport—they are becoming fully connected media hubs.
With dashboards now supporting:
Native streaming apps
Voice-activated controls
Personalised content recommendations
Cars are effectively transforming into mobile listening rooms, offering advertisers a unique environment that blends mobility with intimacy.
The expanded DAX–LiveOne agreement positions both companies at the forefront of this transformation.
What This Means for the Wider Audio Industry
Beyond LiveOne and DAX, the deal sends a broader message to the audio ecosystem:
Programmatic audio is entering a mature growth phase
In-car listening is no longer experimental—it’s mainstream
Advertisers are prioritising high-attention environments
Audio platforms with strong partnerships will dominate monetisation
As competition intensifies, long-term strategic alliances like this one may become increasingly valuable.
Looking Ahead: 2026 and Beyond
With LiveOne forecasting double-digit growth in programmatic revenue and DAX continuing to expand its US offering, both companies appear well-positioned for the next phase of digital audio evolution.
Key trends to watch include:
Increased use of dynamic creative optimisation
Deeper integration with automotive platforms
Growth of contextual and location-based audio ads
Continued convergence of music, podcasting, and spoken-word content
Conclusion: A Strategic Renewal with Industry-Wide Impact
The renewed and expanded partnership between LiveOne and DAX US represents more than a contractual extension—it reflects a shared vision for the future of audio advertising.
By focusing on in-car listening, programmatic innovation, and audience engagement, the collaboration sets a benchmark for how streaming platforms and ad-tech providers can evolve together in an increasingly competitive media landscape.
