Nine has signed a deal to bring personalised targeted advertising to its 9Now streaming platform, a first for the local BVOD sector.

Ad tech and marketing platform AdGreetz will drive the technology, named Dynamic Ads, which will serve adverts based on a viewer’s profile, which is “underpinned by Australia’s largest data footprint.”

Advertisers can create multiple versions of a video ad and “dynamically serve the right creative to the right viewer”. It will incorporate Nine’s audience data across live and VOS content on connected televisions, desktops and mobile platforms.

While targeted advertising is a murky subject to privacy advocates, the Australian BVOD sector currently offers up a clunky ad service, with a handful of ads repeated ad nausuem, with the playroll often freezing.

“As competition intensifies to attract consumer attention, Dynamic Ads will play an essential role in connecting brands directly to their target market, and vice versa, will ensure audiences receive an enhanced ad experience that is more relevant and therefore more impactful,” explains Ben Campbell, Nine’s Director of Data and Digital Advertising.