Announcements at DAX Audio Showcase 2026 include Nectar360 partnership to reach 24 million shoppers, alongside new sentiment targeting and advanced measurement capabilities

 

Global, the Media & Entertainment group, has announced a suite of major innovations designed to give advertisers both powerful brand-building and clear, measurable outcomes.

The innovations address a growing challenge for UK advertisers, the ability to build brands in trusted, emotionally engaging environments while proving effectiveness. 

 

Nectar360 data partnership unlocks retail media at scale

Global has partnered with Nectar 360, to bring purchase-based targeting and sales measurement to DAX for the first time. With more than 24 million Nectar members, this partnership allows advertisers to reach target audiences based on real shopping behaviour, while also measuring sales impact using verified purchase data.

 

New research reveals audio’s emotional power

Global also revealed audience insight from research conducted in partnership with Tapestry into the emotional impact of audio.

The study found that audio increases positive emotions by 25% while reducing negative feelings such as boredom, anxiety and distraction by 21%.

The research explored how different audio environments serve varying audience needs – from radio’s role in daily routine and companionship, to music streaming’s ability to boost mood and focus, to podcasts keeping listeners stimulated and informed. Audio ads heard in these emotionally uplifting environments see an average 24% uplift in brand recall.

 

Sentiment targeting launches

Insight from the research has led to the launch of sentiment targeting within DAX Audio. Using real-time signals from listening behaviour including genres, time of day, conversational analysis and other contextual indicators, advertisers can now match their brand message to the right mood and mindset – whether reaching people during high-energy moments or in focused, calm environments.

 

Cross-device measurement powers next evolution of DAX ID

Global also revealed a major update to DAX ID, introducing enhanced cross-device capabilities designed to better understand how people listen to audio across their day and how this impacts campaign effectiveness.

Using machine learning and listening signals from Global Player‘s 11 million registered users, the technology joins up listening behaviour across radio, music streaming, podcasts and mobile gaming on all connected devices, including smartphones and smart speakers, with 95% precision.

This will deliver more accurate reach and frequency reporting, plus better understanding of campaign outcomes, that brings audio in line with other digital media.

 

Self-serve campaign management

Global is also opening up the DAX platform to provide full transparency through a new self-serve insights area, giving advertisers real-time access to campaign data including frequency, listen-through rates, engagement time, and performance by creative, device type, geography and time of day. Global will also be adding DAX ID insight and data to the platform later this year.

 

“Digital audio continues to deliver exceptional return-on-investment and the launch of new technology and partnerships ensures DAX remains a one-stop-shop for digital audio advertising. 

Through data partnerships with the likes of Nectar360, advanced cross-device measurement, and sentiment-based targeting, we’re helping brands reach the right audiences in trusted, engaging audio environments while demonstrating real business outcomes and campaign effectiveness.”

Tom Streetley, Director, Commercial DAX Audio at Global