Nine adopts Magnite's SpringServe to manage 9Now programmatic demand

Nine has adopted Magnite's SpringServe solution to manage the delivery and mediation of programmatic demand on 9Now. 

The Magnite Streaming SSP will provide the tools to manage and optimise 9Now inventory across multiple demand sources. SpringServe will also power 9Now's mediation layer.

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.”

Magnite said SpringServe will enhance the 9Now experience for viewers and advertisers by shifting the way programmatic demand sources across inventory. With SpringServe, 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.

Yael Milbank, 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.”

The strengthening of Nine and Magnite's partnership comes as 9Now unveiled a new look and interface upgrade in April to mark 100 days until the Paris Olympic Games. Director of programming and 9Now Hamish Turner called its impending coverage the “biggest undertaking in the history of Nine” to create the “greatest Games of all time.”

9Now will feature more than 40 individual live sports channels, curated on a new interface that will allow viewers to watch coverage whilst browsing the app. 

See also: ‘Biggest undertaking in the history of Nine’: Nine’s Paris Olympics plans, 100 days out