It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Nine’s digital division, Mi9, and independent advertising technology company AppNexus partnered to enable AppNexus Publisher Suite to power the future of Mi9’s advertising network.
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.
“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,” Nine’s chief digital and marketing officer, Alex Parsons, said. “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."
The new partnership will enable agency buyers to be able to buy Mi9 and Microsoft inventory in an automated fashion. On top of this, all clients will have access to accurate forecasting and stable delivery against all campaign objectives.
“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.