Global Launches DAX Programmatic Trading Across London Underground and National Rail

Global, the Media and Entertainment group, is significantly increasing digital inventory available to programmatic buyers on DAX, adding the London Underground and National Rail to its programmatic platform. 

Global created its digital advertising exchange, DAX, in 2014 and the platform is now the world’s largest programmatic trading platform for digital audio and outdoor inventory. 

The new addition of the London Underground and National Rail to the platform takes total audience impacts to 95M every week*. The latest innovation provides programmatic access to full motion video on the London Underground and National Rail stations, for the first time. 

Ollie Deane, Director of Commercial Outdoor and DAX at Global, said: “This exciting new development is another big step forward for programmatic trading across the Global Outdoor portfolio and demonstrates our continued drive to provide dynamic digital outdoor advertising at scale. For the very first time, advertisers gain programmatic access to these highly attractive environments, providing a huge opportunity for brands looking to reach valuable audiences right across the country.” 

Alys Donnelly, Head of Programmatic at Kinetic Worldwide, said: “As brands look to build reach and awareness in line with the inevitable bounce-back of audiences, programmatic OOH is a powerful channel for advertisers. Global’s move to include further premium DOOH inventory on DAX creates an extremely timely proposition for digital planners looking for immediacy and accountability in the current climate.”


*impacts based on Route data, R38

About DAX

DAX is a pioneering digital advertising exchange connecting brands with audiences at scale across audio and outdoor. Advertisers on DAX can reach their audience through impactful formats, smart targeting and award-winning effectiveness tools. Global, the Media & Entertainment group created and launched DAX in 2014.

About Global 

Global is one of the world’s leading Media & Entertainment groups. 

Europe’s largest radio company, Global is home to respected, national market leading media brands broadcasting across the UK on DAB & FM and around the world on Global Player, including Capital, Heart, Classic FM, LBC, LBC News, Global’s Newsroom, Smooth, Radio X, Capital XTRA and Gold.  Global Player allows listeners to enjoy all of Global’s radio brands, award-winning podcasts, and expertly curated playlists, in one place in app, on web and on smart speakers.

Global is also one of the leading Outdoor companies in both the UK & Europe, with over 253,000 sites reaching 95% of the UK population. Global’s extensive and diverse outdoor portfolio encompasses Transport for London’s Underground network, almost all major UK airports including Gatwick, the UK’s largest portfolio of roadside posters and premium digital screens in prime locations, as well as the UK’s largest network of buses including all major cities.

On-air, on Global Player and with our outdoor platforms combined, Global reaches 51 million individuals across the UK every week, including 25 million on the radio alone. 

Global created and operates DAX (Digital Ad Exchange), the market leader in digital audio advertising and a pioneering platform in programmatic outdoor advertising. 

The company headquarters is in London’s iconic Leicester Square. Ashley Tabor-King OBE is Founder & Executive President, Stephen Miron is Group CEO, Lord Allen is Chairman and James Rea is Director of Broadcasting. Ashley Tabor-King created Global in 2007.