Nine has beefed up its audience reporting and has signed a partnership with programmatic player Telaria which will offer marketers and their agencies a new way of buying Nine’s video inventory.
Tremor Video rebranded as Telaria in September last year and is a sell-side software platform to monetise and manage video inventory.
Nine said it is integrating its Adobe DMP with Telaria, opening the door for marketers to better target its audience programmatically.
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“Programmatic buying of our inventory with data overlaid is one of our major growth areas and we are pleased to add Telaria to our suite of programmatic options for accessing our inventory,” said Christiaan Rutten, Nine’s Chief Digital Operating Officer.
“There is a strong demand by marketers to be able to effectively use data together with programmatically bought inventory on premium, broadcast-quality video.”
The broadcaster also announced it has overhauled its insights reporting around key video products to give clients a single customer view into a user’s digital behaviour.
Nine will provide access to audience information beyond demographics, such as most watched shows within particular segments, and transaction and intent behaviour derived from its data partnerships with Red Planet, Data Republic and Equifax.
The change to its insights reporting aims to give marketers and agencies a greater understanding of the audience they are reaching through its video products, on digital properties such as nine.com.au and 9Now.
“The market has been craving rich yet easy-to-understand insights from the broadcast video on demand (BVOD) providers and Nine is pleased to be able to meet this demand,” said Rutten.
“These changes allow advertisers and agencies who place campaigns with Nine to draw on detailed automated reporting on the users who have seen their campaign ad.”
“Marketers will be able to see rich insights beyond simple demographics, with insights into the most watched shows within particular segments, along with transactional and intent behaviour derived from our leading data partnerships, such as Red Planet, Data Republic and Equifax,” Rutten said.