Global's digital audio exchange platform DAX has inked a deal with Dennis Publishing to combine the duo's audience data, marking an industry first.
The collaboration is the first time Dennis has allowed another media owner to access its audience data. The independent publisher will share insights gathered from media brands including The Week, Coach, Den of Geek, Expert Reviews and Alphr.
The partnership means Dennis’ data will now be available through DAX, with audience groups including active in-market buyers of smartphone and laptops, as well as individuals interested in the tech, film and gaming sectors.
Elaine Dela Cruz, head of digital advertising at Dennis Publishing, said: "As a digital content publisher, understanding our audience is at the heart of everything we do.
"We’ve developed our audience solutions over the past 12 months to deliver much improved data driven segments, combining the granularity and scale that our leading verticalised content allows. Our strategic partnership with DAX allows advertisers to use Dennis’ accurate and transparent audience data across DAX as well as more traditional digital executions. This type of collaboration ultimately means we are able to push the boundaries of creativity and performance for the advertising industry."