Programmatic audio: Using sound to create emotion and drive action

Though digital audio content consumption is rising, research by Xaxis and IAB Europe reveals brands are yet to capitalise on the full benefits offered by the medium.

Sound is a “fundamental part of life”, says Alex McGibbon. To illustrate his point McGibbon – Vice President, Client Solutions at GroupM’s programmatic business Xaxis – serenaded the audience at IAB Interact (Warsaw, Jun

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