Reach & Relevance: NumberEight Signs New Podcast Partnership with DAX US
by on 22nd Sep 2025 in News
Audience intelligence company NumberEight has announced a strategic partnership with DAX US, the global market leader in digital audio advertising.
With podcast ad spend rising fast (the latest IAB/PwC outlook shows US revenue climbed to USD$1.9bn (£1.4bn) in 2023 and is projected to top USD$2bn (£1.5bn) this year), this surge has brought new opportunities for audio advertisers. With DAX US delivering over 500 million monthly impressions across more than 20,000 podcast shows, integrating NumberEight’s technology means advertisers can now target specific episodes that connect with their core audience.
How it works:
NumberEight maps inventory to Interest-Based Affinity Audiences defined by passions, life stages, and cultural moments. These labels are derived from publisher listening and content signals within a privacy-first, ID-less framework.
NumberEight fuses anonymised first-party listening data with rich content metadata, parsed by large-language models, to score every show for its demographic profile, then layers contextual analysis and combines the two signals to create privacy-safe, ID-less, interest-based audience segments.
This partnership prioritises interest-based, purchase-driven cohorts that advertisers can activate immediately across all podcasts available through the DAX US network.
Each segment is aligned via content and contextual signals to placements most likely to deliver results. For always-on efficiency, DAX offers Tech Enthusiasts, Auto Intenders, Affluent Consumers, Fitness Fans, Parents, and 60+ other interest segments.
NumberEight and DAX US are also offering the following audience opportunities:
- Black Friday & Cyber Week Deal Seekers (retail and e-commerce bursts)
- Holiday Season Shoppers (gifts, electronics, luxury, fashion)
- Summer Celebrations (grocery, decor, family travel)
- Travel & Leisure (airlines, OTAs, luggage, hospitality)
"Affinity Audiences allow brands to talk to people, not just categories," says Abhishek Sen, NumberEight’s co-founder and CEO. "Pair that with DAX’s premium scale and you get precision and reach in the same transaction, a perfect combination."
Brian Conlan, president of DAX US, calls the partnership a "one-stop shop" for advertisers seeking a streamlined, targeted, data-driven approach when buying podcasts.
"Advertisers come to DAX for reach they can trust," he says. "With NumberEight, we can pair that scale with laser-focused audience curation - exactly what marketers need as the Q4 season presents a number of holiday and shopping moments."
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