Nine and Magnite have announced an expansion of their partnership, with Nine integrating Magnite's SpringServe solution to manage the delivery and mediation of its programmatic demand on its BVOD platform, 9Now. The platform features some of Australia's most-watched programmes and sporting events, including the NRL, Australian Open, Married at First Sight, and The Block.

Magnite's Streaming SSP will provide the tools to manage and optimise 9Now's inventory across multiple demand sources. The SpringServe solution will power 9Now's mediation layer, enabling more efficient management of video advertising while maintaining a high-quality viewer experience. The SpringServe solution is designed to enhance the 9Now experience for both viewers and advertisers by shifting the way programmatic demand sources access inventory.

In SpringServe, this supply is offered simultaneously and in parallel, as opposed to in a linear and sequential order. Advertisers will also have the opportunity to test ClearLine, Magnite's self-service buying solution which provides direct access to premium video inventory on Magnite's platforms.

"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." said Nick Young, Nine's Digital Commercial Director.

Yael Milibank, Managing Director, ANZ at Magnite, echoed Young's sentiments, stating, "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."

Juliette Stead, Head of JAPAC at Magnite, expressed her enthusiasm for the continued partnership with Nine, stating, "Nine has been a longstanding, valued partner of ours for many years. Their forward-thinking streaming and digital capabilities mean that they have always been early adopters of our technology, and we value their perspective and partnership tremendously. We look forward to continuing to cultivate our relationship through collaboration and innovation for many years to come."

Jordan King, Nine's Director of Programmatic and Digital Sales, also expressed his excitement about the deepening partnership with Magnite, stating, "Magnite has a history of building excellent technology solutions and rolling out products that enable us as a Publisher to best monetise and give access to our inventory. We are excited to deepen our partnership and utilise their tech as Nine's digital transformation takes pace."