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.
Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]
TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]
Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar. Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.
Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]
Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]
Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption? BW: […]
Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]
Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date. Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]
World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]
Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]
Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]