News

RadiumOne formally launches in Australia, signs NineMSN

RadiumoneEnterprise advertising platform RadiumOne has formally launched in Australia and announced that it has signed an agreement to access inventory with NineMSN.

RadiumOne, which already has offices in the US and UK, will now offer Australian media agencies its real-time bidding platform across the online, video, social and mobile advertising space.

The Australian operation is being headed up by former Microsoft advertising executive Kerry McCabe.

“What impressed me at the outset with RadiumOne was the quality and depth of its propriety data asset. Globally, RadiumOne partners with over 200,000 publishers who already engage over 6 million Australian unique visitors sharing over 2 million pieces of content each month,” said McCabe, managing director APAC, RadiumOne.

It is the latest international advertising technology player to enter the Australian market, with US firm Zenovia buying Brandscreen from administration and retargeting service AdRoll set to launch its local operations in the next fortnight.

RadiumOne will offer a range of services data analysis and monetisation tools aimed at publishers, while media agencies will have access to their DSP services.

On the agreement with RadiumOne, Kelly Ferguson, CIO at ninemsn commented: “Using data to understand our audience value, their brand preferences, intent to purchase and relationships with those most important in their lives, helps us to produce more relevant and engaging content, offering deeper and more effective channels for advertisers to connect with their most valuable audiences.”

“We are now able to a shine light on ‘dark social’, grow our own organic audience and offer advertisers access to this audience both on our network and across the open web.”

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.