Nine’s digital division, Mi9, and independent advertising technology company AppNexus have announced a landmark technology partnership, with AppNexus Publisher Suite to power the future of Mi9’s advertising network.
“This is an important step in the evolution of Nine Entertainment Co.’s digital portfolio, enabling us to trade with our clients in a more efficient and intelligent way,” Alex Parsons (left in photo), Nine’s chief digital and marketing officer, said.
The agreement will see mobile and desktop digital display inventory from across the Mi9 network forecast, optimised and delivered by the AppNexus Ad Server. This includes flagship brands ninemsn, 9Now, 9News, Wide World of Sports, ninemsn Honey, ninemsn Coach, ninemsn Pickle and the recently launched travel site ninemsn Elsewhere, plus the Microsoft products MSN, Skype and Outlook. The new platform includes sponsorships, guaranteed delivery, private marketplace and real-time bidding inventory.
“Our partnership with AppNexus provides us with the most sophisticated digital advertising platforms in Australia/New Zealand and lays the foundations for a range of new products and innovations that we will bring to market in the back half of 2016 and beyond,” Parsons added.
Advertising clients will enjoy three significant benefits according to Nine and AppNexus, including:
- Automated guaranteed interface: agency buyers will soon be able to quickly and efficiently browse and buy Mi9 and Microsoft inventory in an automated fashion
- World-class forecasting and delivery: all clients will have access to accurate forecasting and stable delivery against all campaign objectives
- Seamless back-end operations: buyers can depend on flexibility, accurate delivery and consistent up-time and response timesThe agreement represents an important strategic engagement for AppNexus and a major expansion of the company’s Australian publisher technology business.
“We are excited to announce our agreement with Mi9. With an audience of 15 million* Australians every month, Mi9 offers extensive and valuable audience opportunities, and utilising our Publisher Suite will enable Mi9 to drive even more successful client outcomes,” AppNexus CEO Brian O’Kelley said.
Under the terms of the partnership Mi9 will extend its use of the AppNexus Publisher Suite, implementing the Publisher Ad Server and Yieldex Analytics, a market-leading suite of forecasting and analytics tools that enables publishers to increase efficiency and effectiveness, benefiting both client and publisher. Mi9 will also continue to use the AppNexus Supply-Side Platform and Audience Extension capabilities.
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