Australian Broadcasters Select 9Galaxy For Demand-Side Buying Platform

Australian Broadcasters Select 9Galaxy For Demand-Side Buying Platform

Australian broadcasters have selected 9Galaxy to power a demand-side buying platform (DSP) for the television industry.

The DSP will provide agencies with a single interface to buy television across platforms and broadcasters in the Australian market.

The platform will simplify the process for buying linear TV, live streaming and Broadcaster Video on Demand (BVOD).

It will allow advertisers to optimise reach across platforms and inventory through a combination of data and operational excellence with the VOZ database the driving force of the initiative.

VOZ is a measurement database which combines OzTAM, RegTAM and Nielsen data to quantify audiences across linear television and BVOD. VOZ is scheduled to launch in early 2020.

Utilising the VOZ database, the DSP will enable advertisers to buy linear television and BVOD against audience segments such as new car buyers or home loan intenders as well as age and sex demographics.

After an extensive vendor review process, 9Galaxy has been selected as the technology solution to power the platform.

Galaxy represents the quickest and most efficient route to market and in addition to Galaxy, software firm Day8 will manage campaign optimisation as part of the overall solution.

The DSP is expected to be operational by mid-2021.

Media Federation of Australia Chairman, Peter Horgan said: “The combination of a unified purchasing platform and a cross screen audience currency will enhance how we plan, buy and measure across video and television.

“We commend all participants in coming together to create this solution.

“This initiative has our full support.”

ThinkTV CEO, Kim Portrate (featured image) said: “This is a red-letter day for the television industry and its agency partners.

“The collaboration of broadcasters to select the technology to allow for a single platform to purchase TV speaks to the power of the TV business.

“The incredible impact of this move will be felt for years to come.”

Following the selection of the technology platform, an independent entity with clear governance and procedures will be established to oversee the DSP with the commitment of the parties involved pending delivery of a fully costed business and operational plan.

The timeline to launch begins with a period of analysis followed by design, build, test and implementation.

The analysis phase has already begun with the mobilisation of teams for a full assessment of agency workflows which is expected to be completed in early 2020.

 

 




Please login with linkedin to comment

kim portrate Media Federation of Australia thinktv

Latest News

Scroll Media Recruits Costa Panagos From Twitch
  • Advertising

Scroll Media Recruits Costa Panagos From Twitch

Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
  • Technology

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs

School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]

General Motors Snares Heath Walker From Scania
  • Advertising

General Motors Snares Heath Walker From Scania

General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]