Lemma, an independent Supply Side platform for large ad formats, has announced an integration with DAX, the pioneering digital advertising exchange created and operated by Global, the media & entertainment group and a leading outdoor company in the UK & Europe.

The integration will allow Lemma’s international clients to programmatically activate digital outdoor campaigns on DAX’s inventory of over 20,00 digital screens across the UK, delivering exponential reach for advertising partners. It will also help brands deliver measurable, highly targeted campaigns enriched with programmatic capabilities that offer dynamic ad serving, real-time ad rendering, audience buying, audience insights and more, enhancing the overall outdoor ad experience for audiences and marketers.

Sabarish Pillai, Global VP Programmatic, comments, “pDOOH is advancing at a breakneck pace, so integrating with a prominent media partner like Global will offer our demand partners the opportunity to execute high-impact digital out-of-home campaigns in the UK.

“As industry players in the programmatic DOOH space in many parts of the world, we are thrilled to offer brands transparency, flexibility, accountability, data-fuelled audience insights, advanced services and scale; all made possible through our programmatic platform in the UK; complemented by DAX’s quality inventory of digital screens.”





About Lemma

Lemma, an independent global programmatic Supply side platform, enables marketers to deploy omnichannel strategies across various emerging & established digital media channels, including DOOH, CTV & Mobile. An independent & unbiased Supply-side platform compatible with multiple leading DSPs, the likes of The Trade Desk, Media Math, DV 360, yahoo & others and the first end-to-end Programmatic DOOH exchange built on IAB’s OpenRTB standard, Lemma has enabled multi-channel buyers and suppliers to connect and transact in DOOH without having to modify their platforms or do a custom integration.

This technology is a massive leap forward for the OOH industry, as it increases access to supply and demand from a more comprehensive array of programmatic buyers and sellers around the globe, including APAC, EMEA & AMERICAS.



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 51.7 million individuals across the UK every week, including 25.4 million on the radio alone.

Global created and operated DAX (Digital Ad Exchange), the market leader in digital audio advertising and a pioneering platform in programmatic outdoor advertising connected with 12 leading DSPs.

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 & Content. Ashley Tabor-King created Global in 2007.