Nine is gearing up to expand their online TV slate with a new programmatic platform called 9Galaxy.

The move, announced by CSO  Michael Stephenson at a company event at The Star, comes off the back of the news that their live-streaming and on-demand viewing platform 9Now has hit a market-leading total of 2.2 million subscribers in just 10 months.

Australian-based Landsberry & James and global technology platform Landmark will partner with Nine to develop the platform ahead of a February 2017 launch.
 
“9Galaxy will change the way our clients and our agency partners buy television,” said Mr Stephenson.
 
“It will completely automate the transaction of airtime between buyer and seller, delivering greater efficiencies and more effective advertising as a result of a new range of new investment models. We already trade 80 per cent of our digital inventory programmatically. I expect that over 50 per cent of our television inventory will be traded programmatically by June.”

The company says that through 9Galaxy it aims to invest in the creation of new audience forecasting technology in order to strengthen their relationship with advertisers.

“Marketers expect, and here at Nine we are intent on delivering, a great advertising experience using world-class technology, in premium quality environments, all fully supported by rich data. It is this combination that will ensure we continue to achieve real results for our clients,” Mr Stephenson said.
 
“We have data scientists building new tools within the platform, so we can introduce new investment models that will allow us to guarantee the delivery of dynamic ratings bought using 9Galaxy,”
 
“This means there is no risk and no real time inflation when you invest with Nine.”
 
“This is the future of transactional advertising,” Mr Stephenson said.
 
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