Should audio advertising on traditional radio stations and streaming services like Spotify be treated as two distinct media buys? A new platform launched by British radio group Global Radio is trying to bring them together. Its Digital Audio Exchange (DAX for short) will help brands and their agencies buy space across radio and streaming music services including Spotify, Mixcloud, Blinkbox and stations from Global and rival Absolute Radio. Brands including Vodafone, eBay, Virgin Media, Heinz, EE, 20th Century Fox and Nandos are using the platform as it launches, pitched as an easy way for them to capitalise on growing mobile music listening of all kinds. “Using services like Mixcloud and Spotify alongside more premium music brands such as Capital, Classic and Absolute we can reach and engage new audiences with creatively compelling audio that totally owns the mobile moment,” if you want the brandspeak explanation, from M&C Saatchi CEO Camilla Harrrisson.