9Galaxy chosen as tech solution for industry-wide media buying platform

Broadcasters have today announced 9Galaxy has been selected as the technology solution for the demand-side buying platform (DSP) first announced at Nine’s upfronts in October.

While Seven CEO James Warburton said “we unequivocally back it“, Mumbrella understands Ten has reservations and is not committed to the Nine solution for reasons including independence.

The choice of 9Galaxy comes after an “extensive vendor review process”, with the platform representing the “quickest and most efficient route to market”. The DSP is expected to be operation by mid-2021.

“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,” said the Media Federation of Australia’s chair and Omnicom Media Group’s CEO, Peter Horgan.

“We commend all participants in coming together to create this solution. This initiative has our full support.”

An independent entity will now be established to oversee the DSP, with the commitment of the involved parties. That entity will be set up once a fully costed business and operational plan is delivered. Software firm Day 8 will be responsible for campaign optimisation.

“This is a red-letter day for the television industry and its agency partners,” added Think TV’s CEO, Kim Portrate.

“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.”

The mid-2021 launch timeline starts with a period of analysis, followed by the design, building, testing, and implementation. Analysis has already begun and is expected to be completed early next year.

The DSP aims to simplify the TV media buying process in the local market, acting as a single interface to buy spots across linear TV, live streaming and broadcast video on demand (BVOD).

The impending launch of measurement database VOZ early next year was the driving force behind the DSP. VOZ will combine OzTAM, RegTAM and Nielsen data, with the DSP using this data to allow media buyers to buy spots against audience segments, for example, new car buyers or home loan intenders.


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