Nine and Magnite strengthen partnership to put 9Now at the forefront of global programmatic TV market

Nine and Magnite (Nasdaq: MGNI), the largest independent sell-side advertising company, today announced they have strengthened their partnership, with Nine adopting Magnite’s SpringServe solution to manage delivery and mediation of its programmatic demand on Nine’s BVOD platform, 9Now.

9Now features some of Australia’s most-watched programs and sporting events including the NRL, Australian Open, Married at First Sight and The Block. The Magnite Streaming SSP will provide the tools to manage and optimise 9Now inventory across multiple demand sources that will put Nine at the forefront of the global programmatic TV market. 

Magnite’s SpringServe will power 9Now’s mediation layer, enabling more efficient management of video advertising while maintaining a high-quality viewer experience. SpringServe is able to enhance the 9Now experience for viewers and advertisers by shifting the way programmatic demand sources access inventory; in SpringServe this supply is offered simultaneously and in parallel, as opposed to in a linear and sequential order allowing advertisers more complete access to audiences.  

Advertisers will also have the ability to test ClearLine, Magnite’s self-service buying solution which provides direct access to premium video inventory on Magnite’s platforms.

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Here’s what they said

Nick Young, Nine’s Digital Commercial Director, said,

“Nine continues to invest in developing new market-leading digital and data capabilities to empower brands with more effective ways to reach and influence our vast audiences.It’s critical we partner with the best in class technology to meet the unique needs of advertisers in this market. Magnite is such a business and we are pleased to be extending our partnership with the team.”

Yael Milibank, Managing Director, ANZ at Magnite, said,

“Utilising advanced technology designed specifically for programmatic environments helps publishers like Nine maximise revenue potential and tap into new advertising opportunities. Our holistic approach to account service, encompassing tech operations, demand, and deal management, helps our clients navigate the intricate programmatic landscape and empowers them to fully leverage programmatic advertising’s potential. We look forward to delivering positive outcomes for Nine through this unique combination of technology and service.”

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Juliette Stead, Head of JAPAC at Magnite, said,

“Nine has been a longstanding, valued partner of ours for many years. Their forward-thinking streaming and digital capabilities mean that they have always been early adopters of our technology, and we value their perspective and partnership tremendously. We look forward to continuing to cultivate our relationship through collaboration and innovation for many years to come.”

Jordan King, Nine’s Director of Programmatic and Digital Sales, said,

 “Magnite has a history of building excellent technology solutions and rolling out products that enable us as a Publisher to best monetise and give access to our inventory. We are excited to deepen our partnership and utilise their tech as Nine’s digital transformation takes pace.”

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