Adam Shepherd
Mar 21, 2024

Bauer to acquire audio tech company SharpStream

Acquisition could be a route to “parity” with Global’s DAX.

SharpStream: "Very much the OGs of internet radio streaming in the UK"

Commercial radio giant Bauer has signed an agreement to acquire digital audio streaming platform SharpStream, which would give the broadcaster increased distribution capabilities. 

SharpStream, which was founded in 2001, provides audio livestreaming infrastructure for brands and media owners, and supports live sporting events such as the ATP tennis tour and the Le Mans racing series.

Dane Streeter, managing director of SharpStream, said: “We have had the pleasure of a close working partnership with Bauer for over a decade.

“The team and I are delighted to be joining Bauer to progress into the next exciting chapter for our technology and services. We look forward to helping Bauer and our third party clients achieve their goals in redefining digital audio for the future.”

Sharpstream currently operates in seven of Bauer’s European markets—UK, Ireland, Slovakia, Portugal, Denmark, Norway and Sweden—and the broadcaster said the acquisition will support its ongoing digital evolution.

Vivian Mohr, president of audio at Bauer, said: “As a long-time partner of SharpStream, we’ve seen the team’s professionalism and diligence in delivering audio streaming technology.

“I’m excited to welcome them formally into the business, and look forward to supporting their future development”.

The acquisition, which will need to be approved by regulators before closing, will give Bauer greater control of its broadcast technology infrastructure.

Matt Deegan, host of The Media Podcast, told Campaign this could open interesting possibilities for the company.

“Global's DAX [Global’s digital SSP for audio and outdoor advertising sales] has evolved from using a mix of partners to owning much of its own stack, allowing it to roll out more features and integrate first party data,” he said. “This does seem like a way Bauer can get to parity.

“SharpStream are very much the OGs of internet radio streaming in the UK. They have developed as the industry has, from single streams to multiple formats, to ad insertion. They have a lot of experience of working with different ad platforms and different publishers. This definitely allows Bauer to have more control over its infrastructure and more flexibility of who it uses or what it develops itself.”

DAX has today (Thursday) secured exclusive advertising rights for the two official companion podcasts to hit game show Taskmaster. Created by production company Avalon and hosted by former champion Ed Gamble, Taskmaster The Podcast and Taskmaster: The People’s Podcast will both be available for host-read and spot ads on Global’s ad exchange. 

Campaign UK

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