Nine extends programmatic offering to mobile

Nine deal makes it easier for agencies and brands to buy custom high-impact mobile ads

Nine has announced it will make it easier for agencies and brands to buy custom high-impact mobile advertising products with the launch of a new programmatic partnership.

The deal sees Nine extending its strategic partnership with local creative ad-tech player Playground XYZ to provide a new mobile programmatic offering, which allows advertisers to reach more than six million Australians who access Nine and Microsoft’s digital properties on their smartphone every month.

Ben-Gunn

Nine’s director of digital sales Ben Gunn

Ben Gunn, Nine’s director of sales, digital said: “Mobile advertising success in 2016 is as much about delivering an engaging mobile user experience as it is about providing a compelling, measurable outcome for the advertiser.

“This new mobile programmatic offering provides both unique targeting efficiencies and creative excellence on what is the fastest growing marketing platform.”

Effective immediately, buyers can access the new mobile ad units through Nine’s programmatic marketplace. This includes inventory across Nine’s flagship brands nine.com.au, 9Now, 9News, Wide World of Sports, 9Honey, 9Coach, 9Pickle, 9Elsewhere and the recently launched food and cooking site 9Kitchen, plus Microsoft’s MSN.

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