TV industry adopts single ad buying platform

New common demand-side platform for TV ad buying expected to improve planing, buying and measurement in video and TV

9Galaxy will become the technology underpinning a common demand-side buying platform (DSP) for the television industry after Australian broadcasters joined forces to agree to a unified platform for media buying.

The Nine platform-based solution will be complemented by campaign optimisation software from Day8 and is expected to be operational by mid-2021. The DSP will provide agencies with a single interface to buy television across platforms and broadcasters in the Australian market, a move the industry is claiming is a world first.

The platform will simplify the process for buying linear TV, live streaming and broadcaster video advertising 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 audience metrics platforms OzTAM, RegTAM and Nielsen data to quantify audiences across linear television and BVOD, and 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, according to TV advertising and marketing research outfit, ThinkTV.

ThinkTV CEO, Kim Portrate, said the agreement to adopt a common platform is a significant moment. 

“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," she stated.

Media Federation of Australia chairman, Peter Horgan, also applauded the decision. “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,” he said.

The next step is the creation of an independent body to oversee the DSP. The timeline to launch begins with a period of analysis, followed by design, build, test and implementation.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Hi,When online retailers establish their multi channel strategy and they are using or will to use live chatbot to support their customers...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Thanks for nice information regarding Account-based Marketing. PRO IT MELBOURNE is best SEO Agency in Melbourne have a team of profession...

PRO IT MELBOURNE

Cultivating engaging content in Account-based Marketing (ABM)

Read more

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in